Fashion is undergoing a digital renaissance. From smart fabrics to AI-driven design , cutting-edge innovations are transforming how clothes are created, marketed, and consumed. “We’re witnessing a 360-degree transformation,” says Sharmila Senthilraja, industry platform leader for consumer products and retail at Capgemini India.
“Whether you look at the front of the house, where consumers interact with brands, or the back of the house, where products are made, it’s completely digitalised.” This digital shift is dramatically accelerating the fashion lifecycle. Where it once took 9-12 months to bring a new collection to market, brands can now go from concept to consumer in just 2-3 weeks.
This compression is driven by technologies like 3D design tools, AI-powered trend forecasting, and agile manufacturing processes. The retail experience is evolving just as rapidly. Augmented reality (AR) and virtual reality (VR) are allowing shoppers to “try on” clothes digitally, both online and in stores.
Smart mirrors and interactive fitting rooms are enhancing the in-store experience, while seamless omnichannel integration is blurring the lines between physical and digital shopping. “Post-Covid, we’re seeing a surge in both online commerce and physical stores,” notes Senthilraja. “It’s a hybrid world now.
People start their journeys online and go offline, or from offline to online. The challenge is putting that shopping journey together seamlessly.” Personalisati.
