Phygital Fashion: Harnessing the Power of Technology to Create Personalised Shopping Experiences
Phygital Fashion: Harnessing the Power of Technology to Create Personalised Shopping Experiences
The fashion industry is currently undergoing a digital transformation that is challenging the traditional ways of designing, producing, and selling fashion. One of the key concepts driving this change is "phygital," which refers to the blending of the physical and digital worlds in the fashion industry. This new reality is changing not only the way fashion is designed and produced, but also the entire supply chain and those involved in it.
A phygital approach to fashion not only allows for more personalized and engaging shopping experiences, but it also has the potential to make fashion a truly "force for good" for the planet and humankind. The fashion industry is known for its negative impact on the environment, with textile production alone responsible for 10% of global greenhouse gas emissions. The integration of phygital elements into the fashion industry has the potential to reduce consumption of resources and lower waste emissions and this fusion is being made possible through NFTs along the supply chain value system
One of the key ways in which the fashion industry can become more sustainable is by shifting to an on-demand or customized production model as had been adopted by major brands in the world.An excellent example of this was carried about by a European based company called TBO, a men's on demand underwear brand.
This model has the potential to change the entire process of how fashion items are forecasted, produced, and used. Additionally, the use of blockchain technology and non-fungible tokens (NFTs) can provide customers with more transparency and information about the origin and sustainability of their clothing.
TBO is a fashion company that is a clear example of how a phygital approach can be used to create a more sustainable fashion brand that leverages the power of collaborative comerce. The company's mission is to reduce overproduction and waste in the fashion industry by providing fashion brands with the tools to shift from a mass production model to a made-to-order model. This involves producing and selling virtual garments and producing the physical version on demand.
By shifting to an on-demand production model, brands can reduce the amount of overproduction and waste, which is one of the key environmental concerns facing the fashion industry today. Additionally, by incorporating blockchain technology and NFTs, brands can provide customers with more transparency and information about the origin and sustainability of their clothing. This can help customers make more informed choices and increase the chances of a sale.
Another important aspect of phygital fashion is the use of virtual try-ons and augmented reality. This allows customers to see how a piece of clothing would look on them without the need to physically try it on, reducing the environmental impact of the fashion industry. Brands can also use this technology to provide customers with more information about the product, such as its origin, materials, and sustainability.
In addition to its environmental benefits, phygital fashion also has the potential to create more personalized and engaging shopping experiences. Brands can use data from online searches and purchases to create personalized recommendations for customers in-store. This can not only increase the chances of a sale, but it can also make the customer feel more valued and appreciated. By understanding the customer's preferences and previous purchases, brands can create a more personalized experience for the customer, which can lead to increased brand loyalty and
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