Technology and sustainability: driving forces in the apparel industry

Following a year of significant transformation, fashion retailers need to prioritize differentiation and adapt their stores to the evolving expectations of their customers in areas like technology, sustainable fashion, and the omnichannel journey.

As mentioned in a previous article about the resurgence of physical stores, many stores are now taking on a showroom role, allowing customers to see and try on items, pick up online orders, or even place online orders from the store and have them delivered to their homes to avoid carrying shopping bags.

New shopping experiences in physical stores

Digital technology is no longer merely an additional sales channel; it significantly shapes the shopping experience and the interactions between brands and consumers. Despite the surge in online apparel purchases, physical stores remain crucial. They must adapt to new consumer needs and offer fresh shopping experiences. 

In this context, several tools can help enhance the in-store shopping experience:

Size recommendation tools

Incorporating a size recommendation tool to assist consumers can significantly enhance their shopping experience while reducing returns and increasing conversion rates. Originally an online tool, many physical stores are now using touch terminals to offer this feature, minimizing physical contact and avoiding the fitting room if customers feel uncomfortable using it.

Virtual fitting rooms

An increasing number of retailers are embracing augmented reality. Renowned brands such as Zara, Nike, and Massimo Dutti were pioneers in incorporating this technology into their strategies, blending digital elements with unique in-store experiences. For instance, Zara has integrated virtual mirrors in their stores as part of their omnichannel approach.

Another significant shift in the fashion industry is the growing consumer concern for sustainability. Shoppers value and feel a connection with retailers that provide more sustainable options.

Sustainability and technology

Sustainability extends beyond the use of recycled or natural fibers. Retailers must also consider how to minimize their environmental impact, and this is where technology becomes essential. Utilizing customer data analysis tools across all distribution channels is critical for reducing surplus, optimizing production, and making operations more sustainable.

The apparel industry is among the most polluting sectors, with 70% of greenhouse gas emissions directly resulting from manufacturing processes. By optimizing operations and understanding consumer needs, retailers can significantly reduce their environmental footprint and cut costs. Grasping data and changes in consumer behavior to improve customer experiences while incorporating sustainability into strategies will be crucial for industry transformation.

Visit our website to discover how Orisha Commerce’s omnichannel order management system offers a unified view of all available inventory.

It enables fashion retailers to effectively manage, sell, and process merchandise across all touchpoints, whether in-store or online.