Strategic adaptation of Digital 3D in apparel Product Development vital, to realize its full potential

The global apparel industry is continuously evolving. It is now clear that 3D Product Development, a game-changer for the sector, is a critical part of this evolution.

At Norlanka, we’ve seen its vast potential first-hand, being one of the early adopters of 3D Product Development.

The benefits of the technology are vast and align well with the apparel industry’s efforts to respond faster to changes in consumer demand and enhance sustainability.

The benefits of 3D include significant time savings – which allows solution providers to improve service standards by responding faster to client requests – as a result improving competitive advantage. 3D also reduces both waste and the environmental impact of production, while creating opportunities to drive excellence in operations and production.

Norlanka: An early adopter of 3D

Norlanka’s senior management – particularly our CEO, G. S. Periwal – saw the potential of the technology early, both in terms of enhancing efficiency and sustainability. Hence, in 2019, the company started laying the groundwork for 3D adoption.

In early 2020, the prudence of this decision was made evident, as COVID-19 made it difficult to continue the conventional product development process, which requires sending physical batches of samples back and forth. This provided impetus for 3D Product Development. Improvements were seen immediately.

Lead time reduced dramatically, with the product development process which typically takes a few weeks to months, shrinking to just a few days. This was because products were developed, shared with clients and necessary alterations were made using 3D platforms. In some cases, only the final prototype was sent physically to the client. With some clients, Norlanka is now developing products entirely digitally, through 3D.

Triple-Bottom Line (TBL) benefits of 3D

Besides saving substantial time and effort, this translates to a significant reduction in the environmental footprint in producing apparel, as material, energy, water and other inputs, as well as emissions from transportation of samples, are reduced.

The time saving through 3D also allows the industry to respond faster to changes in the market.

In addition, 3D platforms make it far easier to achieve stronger alignment between the client and the solutions provider on product features – since changes can even be made visible real-time.

These benefits translate to the bottom-line. In Norlanka’s case, our hit rate has increased by double digits due to the use of 3D.

But the long-term benefits are perhaps even more significant. Norlanka’s strong expertise in 3D has enabled us to add greater value to clients and further enhance our significance as key a value chain partner. We are able to proactively recommend to clients potential improvement in this sphere and even support them in 3D Product Development adoption.

Reasons for success

It is important to note however, that Norlanka’s success in 3D adoption was by no means an accident.

The company’s carefully-developed vision for 3D, articulated clearly as a roadmap, assisted in gradually building our 3D capabilities in a well-coordinated manner. This strategic, as opposed to piecemeal approach, which considered 3D as an extension of the company’s commitment to continuously enhance efficiency and sustainability, assisted Norlanka in making optimal use of the technology. 3D adoption was seen as a process contributing to key business outcomes, rather than an end in itself.

Apart from senior management commitment, cultural change which focused on internal alignment, also assisted the process. Staff were made aware on the need to view 3D as a vital tool and to incorporate 3D to their everyday routine – for instance in communicating with clients on product features.

However, perhaps our biggest success in this regard was in convincing our clients. We proceeded on the basis that results were better than statements. We demonstrated the value of 3D by proving its worth – which now our clients have experienced first-hand.

Exciting possibilities ahead

While 3D has led to vast improvements, the journey is far from over for Norlanka. We see exciting possibilities ahead by leveraging 3D Product Development – including the likes of virtual showrooms.

Within the next 24 to 36 months, Norlanka intends to shift first-time sampling across the board fully to 3D.

Tools available within 3D platforms are also changing the e-commerce process, on which Norlanka is already collaborating with our clients. For instance, 3D eliminates the need for photoshoots with models, since the 3D products can be easily placed on available photos or virtual avatars.

Integration of 3D with other technology and software can also drive excellence in operations and production, including further simplification of processes. For instance, 3D could be used in developing time studies for production.

Norlanka is also exploring the possibilities of further enhancing efficiency in 3D Product Development. A dedicated 3D Research and Development (R&D) team has been assigned to this task.

Strategic approach required

In conclusion, 3D Product Development is a game-changer that apparel solutions providers cannot afford to ignore – given its significance in improving efficiency and competitive advantage and reducing lead times. However, it is important to approach the adoption of the technology strategically and ensure continuous improvement, to make optimum use of 3D Product Development.

(Malik Jeffrey currently functions as General Manager – Technical Services of Norlanka Manufacturing Limited. He possesses 24 years of experience across many different functions in the apparel sector.