More Efficiency. More Customer-Centric. More Profit.

This is the promise 3D and AI are giving to the fashion industry.

And they can definitely deliver.

But for some reason, the fashion industry is hesitant to step back to traditional methods and business models, even though efficiency, customer-centricity, and profitability are crucial for survival, especially for companies losing their market today.

So what is wrong with us?

What is wrong with technology?

Why is it so hard to streamline our processes, use 3D assets and automation, and do things faster and better?

We are today in the second generation of Digital Transformation Leaders.

Today’s leaders can learn a lot from the first generation, which drove early adopters into digital transformation. Mistakes were made, and valuable lessons were learned. Some early adopters are thriving with technology, while others have reverted to traditional methods.

The fashion industry wasn’t ready for what happened around COVID-19. We had just begun technology implementation, and it was meant to be a slow process.

When COVID hit, it disrupted our supply chains and product development processes, forcing us to accelerate without room for learning from mistakes.

Today, we see the consequences: senior leadership searching for promised ROI without finding it, increased demand for physical samples, and more photoshoots than before the pandemic.

So, is there a way to get back on track?

What can we learn from the current situation of technology implementation in fashion?

The only fashion companies seeing today's value in 3D are those using it in product development. Companies using 3D solely for marketing may benefit if targeting Gen Z, but 3D for marketing alone is expensive and often doesn’t pay back the investment in the short term. We can use it as a marketing asset, but it only brings profit if the asset itself comes from the PD process, which is an end-to-end implementation.

The key to successful technology implementation lies in the following strategies:

• Hire Skilled Professionals: Successful companies hire skilled people to drive 3D implementation. Finding workers with 3D and traditional skills is challenging, but this blend is crucial. Without such individuals, bridging the gap between traditional teams and new technologies is impossible. These professionals are essential translators and facilitators, ensuring everyone speaks the same language and stays up-to-date with the latest advancements.
• Value Team Feedback: They are open to feedback from traditional teams and value it. Changes can be scary, and people may fear losing their jobs or having to work harder. Understanding these pushbacks is essential to address them effectively. Conducting surveys without subsequent action is futile. A robust change management strategy is necessary to get everyone on board and ensure their concerns are heard and resolved.
• Maintain Essential Skills Internally: They kept essential skills within the company. While you don't need an entire team of 50 3D specialists, you need a few key individuals who understand the technology. These experts should be the ones communicating with external contractors and consultants. Consultants aim to sell their solutions, and more sales mean more profit for them. To avoid implementing technologies or tools that are useless or complicate processes further, you need someone who understands what the consultant is offering and can discern what makes sense for your company.
• Be Open to Disruption: They were open to disruption. While it's true that easy wins are necessary to maintain momentum, you can't simply retrofit a jet engine into a horse and carriage—it will never fly. An early assessment of existing processes and challenges is crucial, followed by a strategy that disrupts these processes safely and gradually. This approach ensures that changes are manageable and sustainable.
• Encourage Internal Ventures: Internal ventures are vital. People are essential to digital transformation and want to be part of the change rather than passive observers forced to adapt without any benefits. When employees feel their voices are heard, their ideas are valued, and their contributions matter, they become your best influencers. There is no better way to promote innovation within the company than having employees advocate for it themselves.

There is much more to say about successfully implementing 3D and AI in fashion.

But the most critical element is people. Without people ready for change and driven by passionate leaders with the right background, technology implementation will not succeed.

Every company is different and needs a proper assessment, but the foundational principles of skilled leadership, open communication, and gradual disruption apply universally.

By focusing on these strategies, the fashion industry can overcome current challenges and fully realize the benefits of 3D and AI technology.