How fashion tech is making Indian fashion more accessible to a global audience?

My Two Cents #5

Hi Followers, I am using this weekly series to share my opinion, which is obviously formed by actively following multiple sources of information, to form a picture of how I really look at certain tricks, trends, techniques, topics and theories around fashion... Also sometimes, they'll be just my thoughts.

In India and around the world, the way people buy clothes has changed a lot in the last 10 years. As with most other industries, technology has played a big role in this change.?

"Indian ascent" was ranked second in the global report's list of the top 10 market trends for 2019. It says: India is becoming a bigger center for the fashion industry, which shows that the middle class is growing quickly and the production sector is getting stronger. Plus, India has a strong economy and more and more technology-savvy citizens, so foreign brands can't ignore it. In other news, The Design Museum in London has recently unveiled a groundbreaking exhibit called "The Offbeat Sari." This is the first time that a foreign museum has taken a deep look at this legendary garment.

The use of technology in the fashion industry is so impactful and it became more evident when famous fashion designer Sabyasachi Mukherjee, who was known for his celebrity endorsements and high-powered show stoppers decided that he do fashion shows anymore, but instead, release entire collections on Instagram. In Mukherjee’s words, “I wanted to be relevant, and digital became more relevant.”

In this article, I am going to bring attention to the importance of fashion tech in making fashion accessible to a global audience. I have compiled the views of various fashion experts on how to make our fashion reach a wider audience.? Embarking on the exhilarating journey of fashion tech, I'm thrilled to unravel how it's catapulting Indian fashion onto the global stage. In a world driven by innovation, our homegrown styles are transcending borders, and here's the playbook on how fashion tech is the key to making Indian fashion resonate with a global audience.

1. E-Commerce Revolution

The virtual world has become a platform for displaying India's rich fashion tapestry. The importance of e-commerce in promoting and making Indian fashion accessible to a wider audience has been emphasized in an article by The Times of India. According to the article, online sales have also been on the rise, with customers from all around the globe buying Indian clothing through various e-commerce platforms. It further added, “The ease of access to these products has allowed the industry to expand its reach and appeal to a wider audience.”

Moreover, to attract more people, brands should use e-commerce sites and social media sites. Brands may reach a wider audience and maybe boost sales by advertising their digital clothing on these channels.With the help of organized showcases like XYZ, a worldwide audience now has easy access to our varied fashion scene.

1. Metaverse Advantage

While I was researching the possibilities of the metaverse, I came across an article on the blog of the Times of India that explained how it had revolutionized Indian fashion. The article explains how within the metaverse, individuals have the ability to design their very own digital avatars, complete with an assortment of virtual garments. This opens up a whole new world of style experimentation and creative expression. Companies may now create and sell digital clothing that can be worn in the metaverse, creating a whole new market for the fashion industry.?

But how will it impact the Indian fashion industry? Indian designers can tap into their country's illustrious textile and embroidery heritage to produce one-of-a-kind digital clothes that will captivate shoppers all over the world. Virtual fashion shows can be set up so designers can reach people all over the world without having to hold real events. As a result, up-and-coming designers without the financial means to attend conventional fashion weeks may have an equal opportunity to showcase their work. Indian fashion designers like Shantnu & Nikhil, Amit Aggarwal, Falguni Shane Peacock, Kunal Rawal, Anamika Khanna, Gauri and Nainika, Rina Dhaka, Payal Jain, Rohit & Rahul, and Huemn have already participated in India’s first metaverse-exclusive fashion show in Decentraland, a virtual destination for digital collectibles like NFTs.

The metaverse transcends physical boundaries; it is more than a virtual environment. It is changing the way people all over the world connect with and appreciate Indian fashion by means of virtual showrooms and interactive experiences.

1. Elevating Homegrown Brands

The narrative is being reshaped by the rise of domestic businesses in India, as stated by IIAD. In a blog they mention that with the click of a button, customers can now easily browse through a wide range of Indian fashion labels, enjoying a world of different styles and designs. Not only has the digital revolution made these brands more popular, but it has also caused a huge change in how people behave, which has completely changed how fashion is discovered, experienced, and embraced.

The blog emphasizes that, “As e-commerce takes center stage, a virtual runway is unveiled, offering unprecedented opportunities for brands to showcase their creations to a global audience.” These brands are becoming globally recognized thanks to fashion tech. A formidable presence is being created by the interplay between digital retail strategies and design innovation.

Besides, social media is also playing a huge role in introducing Indian fashion to the outside world with the help of influencers. According to fashion designer Falguni Peacock, “These influencers or micro-celebrities, who are known for their unique aesthetic and style, play a pivotal role in portraying new designer lines to their ardent followers, who emulate their sense of style”. And these followers can be anywhere in the world!

Going global has its own set of difficulties that need to be addressed and worked upon. Based upon the views of industry experts like Abu Jani (Abu Jani Sandeep Khosla), not enough money is coming in from both the public and private areas. We need to spend money on things like infrastructure, advertising, training, and lobbying. Prominently showcasing "Made in India" should be our goal. Even prominent fashion designer Manish Malhotra believes that to go global, designers need international backing. Amidst these, Monica Shah (fashion label JADE) comes as a ray of hope through her beliefs that Indian customers will play a significant role in this expansion story by becoming the face of Indian fashion on a global scale.

1. Future-Ready Retail

An informative piece in Nicobar's journal explores the future of fashion retail, particularly for local brands. The integration of technology into retail is removing obstacles and creating a more streamlined purchasing experience. With the help of virtual try-ons, AI-driven suggestions, and immersive storytelling, a global retail ecosystem is being put in place where Indian companies can truly flourish. Shobhit Gupta, founder of a leading leather fashion brand HugMe.fashion, is also a big supporter of the notion that by embracing e-commerce, harnessing the power of data, enhancing customer experience, enabling customization, and streamlining supply chain management we can revolutionize the industry, create exceptional experiences for our customers, and establish India as a global fashion powerhouse. It impacted my views on how India can become a global fashion hub while I was researching.?

In Nicobar's article, Ananth Narayanan (former CEO of fashion e-tailers Myntra and Jabong) talks? about the fashion industry's untapped potential and how India can become a global trend-setter by using technology in a smart way. He mentions, “We have a great opportunity globally if we can change processes in both hardware and software, using artificial intelligence (AI) and machine learning (ML) for intelligent fashion.” Furthermore, he adds that the next big thing will be using AI and ML to study global trends, and use data analytics to design collections without human intervention. Not only is it about following global trends, but also about making a story that other people want to follow.?

As I delve deeper into this tech-driven journey, it becomes clear that Indian fashion isn't only keeping up; it's blazing a trail for the global runways. In your opinion, what does the future hold for Indian fashion on a worldwide scale?How long do you think it will take Indian fashion to reach a global audience? Come and be a part of this conversation with me as I explore the connections between Indian fashion and global trends!?

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