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Luxury fashion brands apply digital technology design and innovation

November 16, 2019

The use of technology in fashion has been popular these days and there is no doubt that technology is now an effective tool to win the competition when the fashion market becomes saturated.

Dior has launched its e-commerce site in Japan
Dior has launched its e-commerce site in Japan / Ph: Dior

Dior and its e-commerce platform

The trend of emerging technology in the fashion industry has emerged in the fashion industry in recent years. Dior, an exclusive goods company, has introduced its e-commerce platform in Japan, aiming to promote its brand widely in the international market. Five exclusive items, including a new Mini Book Tote, a Small Book Tote, a men’s T-shirt, an iPhone case and a pair of sneakers, are provided by Dior through their site.

The e-commerce site lists ready-to-wear – the core products of this high-end brand, accessories, beautiful jewellery, exclusive watch collections, Maison Dior and Baby Dior. For a long time before when the digital technology in the fashion industry has become trendy, Dior still rejected it. However, due to the changes in consumers’ buying behaviour, this one of the top luxury brands is forced to change to satisfy their high-end consumers.

The very first e-boutiques of Dior was opened in 2005, aiming to capture the European markets, including France, the United Kingdom, Spain, Germany and Italy. A year later, the fashion business strategies continued in South Korea, Belgium and the Netherlands. And 2019 witnessed the massive expansion of digital innovation in fashion industry of this luxury brand with 10 e-commerce sites opened in Ireland, Greece, Australia, Portugal, China, Poland, Sweden, Denmark, Romania and Japan.

Tommy Hilfiger and its digital design manufacturing

The latest fashion news today must be that Tommy Hilfiger officially launched its tech incubator aiming to digitizing the company design process called STITCH. The brand will promote the use of technology in fashion. It expects that by the time of its Sping 2022 collection introduced, the whole manufacturing system will go digital with STITCH.

Add to the fashion retail strategies, a capsule collection in Fall 2020 will be designed and sold digitally. In the Fall 2020 collection, men models will dress shirts that are 100% 3D designed without sample production. The purpose is to explore the complete potential of sample reduction, money savings, time savings and sustainable development.

The latest fashion news this week, featuring Dior and Tommy Hilfiger – two luxury fashion brands, show an emerging trend of applying digital technology in the fashion world.
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