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I’ve already written some thoughts on the apparel industry where it currently sits. Looking into the future, I see the potential for technologies starting with 3D printing that will enable people to create useful items locally and individually as needed. I think these early 3D printing devices are just the first step to something bigger. The technology will continuously get better and something new and currently unfathomable could even leapfrog adoption of current developments.
We’re developing a greater demand for individualized products and services and while the modern economy has created massive corporations, many of these corporations are actually enabling more transactions between individuals. Look at EBay, Etsy, AirBnb and Uber for example. These are larger companies founded in order to connect a product or service with a buyer. They’re enabling a greater marketplace.
How does this all relate to apparel?
Technology is eroding our traditional apparel retail space. Older, larger and more established players are facing tremendous competition from new startups because these startups are being founded with the capabilities that older firms are being forced to adopt. I heard first hand, from an executive at a large but struggling retailer, a huffy lack of concern about these little players because they’re “too small to touch us”. I believe this is fool-hardy. If the digital space has taught us anything, it’s that giants can be made in a relatively short time with fewer resources. You no longer need a thousand store fronts as one virtual storefront can reach the same number of people. The space is ever changing.
Apparel in the Future
We will, at some point, be able to make our own clothes more easily using technology (and no, I don’t mean using a sewing machine). Perhaps this is quite a way off, but it’s certainly not just an idea for the sci-fi genre anymore. Someone’s body is scanned by a machine for sizing and out pops clothing that meets these exact specifications. Modern businesses are actively working on the technology that will eventually make this possible.
But will we ever want to make our own clothes? There is so much creativity involved in how we dress. Not everyone wants to be a designer. Then there are the curators, the taste makers, the trendsetters. And there are always those who care about appearance but are happy to go along with whatever comes along. Then there are those who don’t care about fashion at all.
I can see technology such as this being great for designers, trendsetters, and those who don’t care about fashion. I envision a future marketplace for designers to share virtual patterns, trendsetters to share via social media (which I’m sure will have evolved far past where it sits today) and adopters choosing their items based on recommendations. Those who don’t care at all will just continue to make the same clothes over and over again as they wear out. In some ways, this is coming full circle to the days when departments stores stocked mostly fabric and patterns. It enables greater creativity in how we dress and trends will move differently.
As I said earlier, this grand future vision of re-enabling personalized apparel production is likely a long way off. However, steps in this direction are happening even now. Sizing and body modeling technologies are being developed. The online marketplace has enabled us to purchase unique products from all over the world. The potential for industry disruption for this is high but I believe that change will come over time. We’ll see continuous changes in the retail space enabled by technology. I’ve thrown my hat into the ring with Blue Stone Apparel, and I’m excited to see where we can take this both functional and creative industry in the future.
