5 ways technology can clean up fast fashion’s act
Fast fashion has become a problem the world over. Disposing of cheap clothes that can last only one season is taking its toll on landfills. Technology, however, is coming to the rescue. A number of startups are using tech to make fashion products more sustainable, both for the environment and our wallets.
In fact, fashion technology is a fast-growing field, particularly in the sustainability space. Let's explore how technology is cleaning up fast fashion!
1. Alternative materials and textiles (to improve circularity)
Bio-textiles are made with natural materials, and they're sustainable. They can be made from things like cotton, linen, bamboo, and hemp—which are often harvested organically. These materials are also easily recycled or composted.
Innovations in bio-materials and new textiles can directly reduce fashion’s environmental impact. These materials could replace synthetic materials, which are made by synthesizing fossil fuels like oil, coal and natural gas. They are not biodegradable and also contain toxic chemicals that can be harmful to the environment and human health.
Beyond just new materials, there are also innovations happening in the production process of natural materials. One example of this technology already in use is Tencel’s Lyocell, a bio-textile made from wood pulp that uses less than half the water that’s used for cotton production. It’s used for things like clothing and can be recycled at the end of its life cycle.
In addition to being more sustainable, new technologies in materials could be used to create innovative ways for people to interact with clothing—like 3D printing clothes instead of buying them off racks at a store!
2. Digital or virtual-only fashion (to reduce waste)
While virtual fashion may seem like a silly concept, it can have tangible benefits for the environment, consumers and retailers. Virtual-only clothes can be cheaper than their physical counterparts. The cost of manufacturing, shipping and selling physical clothing is high for fast fashion brands. However, virtual-only brands don't need to worry about this overhead since they only sell virtual clothing.
They're better for the environment because there's less waste associated with them (no more packaging waste)! They're also more inclusive because anyone can try on any piece of clothing in real time without having to visit brick-and-mortar stores or even go outside at all!
ALSO READ: Metaverse to NFTs: How fashion is doing digital product creation in 2022
Finally, virtual fashion provides an opportunity for consumers to buy only what they need. They don’t have to worry about storing it or getting rid of items they don't wear too often. Simply delete your digital purchase and move on! This is significant since there are many who only buy clothes with the intention of wearing them once or twice before disposing of them.
3. PLM and ERP software (to improve supply chain transparency)
Though companies like H&M and Zara have made efforts to improve their practices in recent years, there is still much work to be done in terms of transparency and traceability throughout their supply chains. There are many technologies on the market today that can help retailers and brands ensure compliance with sustainability standards at every level of their supply chain.
For example, PLM technology (aka product lifecycle management) can be used by companies to track materials from origin to end use as well as manage product data such as design changes and supplier contracts. ERP software is also used extensively across industries—from manufacturing to retail—to ensure transparency through its ability to collect information about transactions between all parties involved in making a product or providing services for one another within an organization’s ecosystem (i.e., suppliers).
These tools can help ensure sustainability and compliance standards are being followed at all levels of the business. This also means customers will be able to access information about where their clothes were made or what they're made out of — a huge step toward cleaning up fast fashion.
ALSO READ: The green route with PLM: How tech can enable sustainable production
4. Smart-fitting and sizing solutions (to reduce returns)
The biggest challenge for fashion brands, especially ecommerce, is fit and size matching. Smart-Fit solutions are a new way for retailers to help customers find the right fit for their body type, personal style, and individual preferences.
Fit-tech companies like TrueFit and Fits.me help customers find the right size from a brand’s products while shopping online. This is a major pain point for online shoppers who may not know what size they wear or have tried to buy clothes from another country and been disappointed when they arrive.
These technologies can also help with this problem by using machine learning technologies to recommend styles, sizes and colors that look good on you based on your preferences and previous purchases. Fit technology could go even further and actually help you get exactly what you want out of every purchase as soon as possible.
5. Market intelligence (to better understand demand)
Nowadays, brands have access to more data than ever before. But what are they doing with it? As technology becomes more sophisticated, it can help brands better understand customer needs.
With the right technology in place, you can put together a clearer picture of who your customers are than ever before. You'll be able to tell which parts of your business are working well (or poorly), what they like best about your brand, where there are opportunities for improvement... and so on. For example, a brand could use the data collected from customer surveys and social media posts to identify trends and predict future demand for specific items.
Big data and analytics are especially useful in the fashion industry because they allow companies to accurately predict and measure fast-changing fashion trends. This can help them avoid under or overstocking of inventory, which can be a costly mistake for businesses and lead to unnecessary waste.
Conclusion
With fast fashion having such a large negative impact on our environment, we need to start finding creative solutions to this problem. Luckily, some technology companies are doing just that! Whether it’s using AI to power robots in recycling factories or using blockchain technology to track the origins of textiles, there are plenty of options out there if we want them. We just have to be willing to take big risks with new technologies and embrace a more inclusive mindset when it comes to consumer behavior research.
It’s also up to us as consumers not only to make better buying decisions, but also to become less wasteful about how we wear our clothes. This can mean everything from donating what we don’t use anymore to only buying products that can be used for a long period of time.
Will the tech revolution save the fashion industry? To learn how fashion brands and manufacturers can use cloud-based PLM and ERP to make their operations more profitable and greener, speak to a WFX consultant!
Text by Vishakha Somani.
