Dtail's 'Fashion-Tech Talks'

Episode 2: Building a 3D Future

"Now that the ‘3D Genie’ is out of the bottle at most apparel brands, those in charge of how it is used and deployed may feel overwhelmed by everything that’s happening and have difficulties creating strategies and sticking to them..."

From virtual samples to virtual fashion shows and apparel showrooms, PixelPool’s Managing Director for North America, Josh Hansen, has seen 3D go from a promise to a viable solution. Yet, still many are struggling to transition. They come to him with important questions such as how they can invest in and implement 3D while also designing and delivering their upcoming seasonal collections.?

Firstly, how would you characterize the state of 3D in the fashion industry??

Today, no one working in fashion can deny the potential of 3D. Key to its momentum is that brands around the world are seeing the benefits of designing using 3D tools such as CLO3D and Browzwear. As these apparel and footwear brands mature in their capabilities and use 3D tools to go beyond concept and into manufacturing we see them looking to expand with it even further.??

However, there are challenges in trying to move fully from concept to consumer. Deploying 3D across multiple teams, groups, geographies and disciplines can be a heavy lift. Fashion brands often have questions about resources, expertise, training, budgets, timing and how they can invest and implement 3D while also designing and delivering their upcoming seasonal collections.?

Above: 3D clothing image, Source: PixelPool

What kind of approach, then do you recommend if you’re just starting on the 3D journey?

Finding focus would be the first thing that I would recommend. Now that the ‘3D Genie’ is out of the bottle at most apparel brands, those in charge of how it is used and deployed may feel overwhelmed by everything that’s happening and have difficulties creating strategies and sticking to them as they get pulled in different directions. Those directions can include things like virtual showrooms, 3D fit and 3D metaverse experiences or AR social media experiences and so on.??

I would advise taking the pressure off to do everything immediately. Brands are successful with 3D implementation when they have a holistic vision that is approved at the C-Suite level and that is tiered from basic 3D assets and capabilities to more and more complex implementations and uses over time. Trying to do everything at once is difficult because it requires knowledge, expertise, training and change that can’t be realized quickly. Having a phased approach and strategy with a multidisciplinary team that works across departments is the path to success.??

What is most often missing at these companies?

Cultivating a digital product creation team that transitions from 2D to 3D tools is essential. It takes time to train in 3D tools and to find partners. For example, many of our clients can’t produce their entire collection of thousands of garments in 3D themselves, so we help them, which allows them to add more 3D capabilities in areas like line planning, merchandising and internal sales. If brands can master 3D product creation even at a small scale, then they should start looking at how they can plan, merchandise and sell using 3D. That’s where PixelPool typically steps in.?

Above: Contemporary virtual showroom 3D image, Source: PixelPool

Do you have advice for those looking to accelerate their use of 3D over the next couple of years?

Some apparel and footwear companies have internal teams that can shepherd new technologies through the testing and piloting process, allowing for existing teams to provide input and feedback without disrupting their go-to-market schedules. Other companies don’t have that luxury and are trying to implement 3D in tandem with their traditional tools and processes, which is frankly like rebuilding an airplane while it's still in the air.

The first piece of advice I can give is to make sure that you gain some foundational knowledge of 3D that you can then build on before you get started and then look for partners with experience to help you move beyond. The second is to not just think of 3D in terms of objects, but as data, and how you can connect and access those 3D assets along with your product data so that it is all available to any user when they need it throughout the go-to-market process.?