| Pub. Date | : | Dec, 2022 |
|---|---|---|
| Product Name | : | The IUP Journal of Brand Management |
| Product Type | : | Article |
| Product Code | : | IJBRM041222 |
| Author Name | : | Fauzia Jamal and Vibha Kapoor |
| Availability | : | YES |
| Subject/Domain | : | Marketing |
| Download Format | : | PDF Format |
| No. of Pages | : | 14 |
The fashion industry has continued to expand its operations by embracing technology to design products that create a whole new concept of convenience and style, combining fashion and science into innovative ideas and garments. Various fashion brands have been challenged to provide innovative products to cope with the society's demands. More importantly, the industry has also embraced the idea of not just 'building' and 'creating' wearable items but also providing consumers with meaningful and relevant experiences using UX and UI designs. The paper aims at answering the following questions: (1) How do fashion brands and apparel adapt to the emerging trends of wearable technological devices? (2) How does the fashion industry provide consumers with the optimum retail experience? (3) How can leaders be agile and responsive to the community's changing needs and meet the expectations of multi-generational and geographically-dispersed stakeholders? The study provides comprehensive insights on how the current fashion brands and apparel retailers are adopting the trend of technological wearable items and how they can provide the consumers with optimum retail experience in the digitalized world.
In the last few years, technology's influence on the fashion industry has increased, especially on the customer-facing side of the business. This affects where and how people look for brands, shop for products in that category, and engage in commerce. The growing importance of fashion and technology has extended beyond customer-facing projects to include end-to-end initiatives across the entire enterprise. It has to do with how products have been created and distributed by people. Technology has been fundamental to maintaining the entire fashion value chain.1 The Internet of Things (IoT) has become quite popular due to its scalability, ability to provide service (machine-to-peers) transactions, and interacting with humans. IoT is behind the concept of current smart watches, smart clothing and sensor-based wearables. Wearable technology and IoT-enabled gadgets are also emerging as important challenges in the fashion business (Mohanty et al.,