Fashion is a personal form of expression. An art form for many could obtain this expression. Capturing the human expression visually is an essential aspect of the fashion industry when selling unique ideas. 93% of people consider visual appearance by images as the focal deciding factor in purchasing any clothing. Clothing visualization by images is vital in the fashion industry for every consumer purchase.
The fashion industry is primarily an image industry, that is how to sell ideas rather than a textile industry that sells goods. The Garment industry tries to produce clothing to fulfill the demand of basic human needs. However, the fashion industry makes impressionable ideas that generate sales of attire. The way of expressing clothing ideas is through images. Image branding is the way they sell clothing looks.
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The Fashion Industry is Primarily an Image Industry, that How to Sell Ideas rather than a Garment Industry that Sells Clothes
In the Fashion industry, brands highlight their clothing through models. Using a fashion model’s image allows a brand to convey fashionable ideas, stories, and emotions in its product to generate sales. Consequently, consumers can connect the story with life and imagine the clothing on their bodies. Telling a story means showing how clothing fits and how the wearer looks.
Brands create a story by using product imagery to sell their story and produce sourced from the garments industry in the fashion industry.
On the contrary, in garments industry focuses on production; sometimes, they go for mass production to follow the fashion trends(Hasan, 2021). Ready-made garments, or RMG, are significant players in this garments industry whose main target is manufacturing and selling to the brands.
Sales are the pillar of the game in any industry. Designing and producing memorable, beautifully designed clothing is excellent, but it doesn’t matter if there are no sales. Images make the story big, make it connectable with emotion, and ensure sales. Forbes conducted a study, and 50% of consumers prefer high-quality images, which are more critical than information or reviews.
The fashion industry creates the hive and creates a demand on the market. Then Garment industry tries to satisfy the manufacturing needs. Meanwhile, clothing images based on fashion trends are the primary spark for the garment industry.
Terry Nguyen, 21 January (2022). PRESENTING THE WARDROBE OF THE METAVERSE IN COLLABORATION WITH @the_fab_ric_ant [JPEG]. Source. https://www.vox.com/the-goods/22893254/digital-fashion-metaverse-real-clothes
This shot is from@thisoutfitdoesnotexist which is featured at Vox about digital fashion metaverse real clothes. With today’s advancement in technology, the fashion industry adopting digital Fashion. It’s far away from the traditional garments industry.
The metaverse has changed the concept of Fashion. It creates space to move freely between different 3D worlds. Today, Digital clothing gained popularity on social media and gaming platforms like PUBG. Gamers and social influencers love to show off avatars.
Digital Fashion isn’t only for virtual avatars. It helps a growing fashion subculture. Consequently, it enhances the virtual design of practical-world clothing. Actual clothing is manufactured to sell and satisfy the demand for this virtual product in practical life. (Nguyen, 2022)
But today, many garment industries are producing digital Fashion products in real life. People donned
Virtual pieces to display on their social media posts. Just tapping into a virtual dress gives the unique looks and then gets the garments industry’s clothing.
However, Digital Fashion is not yet a big earner compared to the physical garments industry. Metaverse-centric Fashion earned $1 billion in 2020–21. Hopefully, the fashion world will consume the metaverse as a potentially lucrative new market.
By 2030, The digital fashion industry will be worth $50 billion. It influences so much the garments industry; so it assumes that the overall worth of the fashion sector by the end of the decade will be more than $3 trillion.
Scarlett Newman, 28 March (2019). 00-story-vogue-arabia.jpg [JPG]. Source. https://www.teenvogue.com/story/vogue-arabia-puts-black-hijabi-models-on-cover
This April 2019 cover of Vogue Arabia took a revolutionary step towards a progressive. Saudi Arabia is known as the most conservation country in the world. Vogue Arabia featured 3 black hijab models on its cover. (Newman, 2019)
This image seems to be a revolution in the fashion industry. This visualization of conservative Muslim women enhances the ideas of hijab and hijab fashion. Consequently, the hijab manufacturing sector is also growing fast to maintain the demand for fashion trends.
This issue’s cover features stunning hijab fashion and dark-skinned models to encourage women to choose freedom for their dresses. Especially if they want to wear whatever they want. This piece of art that the Muslim world desperately needed. Cause there was not a single hijabi model on the international runways(Das, 2019).
In many Western countries, the hijab is treated as neglected and backdated clothing. But for the revolutionary steps of Vogue Arabia, the image of hijab fashion highlights the discrimination that comes with that identity.
The primary aim was to shatter stereotypes commonly associated with conservative Muslim women. It is always essential to remember the message that wearing a hijab is a woman’s personal choice. It symbolizes modesty and gives a sense of power. (Neman, 2019)
Madeline Hirsch, 30 March (2022). Campaign_05_0907_V5A-2000.jpg [JPG]. Source. https://qut.padlet.org/pstreet/9054rs4blfh23rfm/wish/2186541990
Fashion for Shapewear. But when talking about fashion, without concern, our main always highlights adorable men and women pictures. More than 1.9 billion adults are struggling with their fat bodies. The garments industry manufacturer for all kinds of people. But the fashion style of fatty people has been ignored somehow as for the skinny people.
This image selling ideas patriate fashion is always in the business of selling fantasies. Everyone in the world has fantasies of wearing good-sized shapewear. Lizzo’s Shapewear Brand comes with the idea to revolutionize the shapewear industry. This image sends a positive message to every fashion aesthetic.
(Hirsch, 2022)
Lizzo’s Shapewear concept helps connect everyone with different body shapes and sizes from XS to 6X. With the motto of Everyone on the earth has their size. (Levy, 2022)
This fashionable image portrays self-love and radical inner confidence for everyday wear. It enhances and highlights that fashion is for everyone with their size. It is about the vision; everyone is beautiful in their shapewear with their respective size and shapes.
It makes consumers think no strangers to radical self-love and size inclusivity. This image of the fashion industry reflects those values and portrays to the garments industry that everyone deserves to wear individual size and looks beautiful in their own way.
Bruce Knox, 22 November, (2021). Augmented Reality Clothing
By GUCCI [vr-gucci.jpg]. Source. https://thevou.com/fashion/future-of-fashion/
The COVID-19 situation helps Augmented reality to be adopted at a very rapid pace in the fashion industry. An experiential e-commerce showcase was designed by World world-renowned Brand like Gucci; this demo version of an outlet for luxury clothing remains one of the unique illustrations. Similarly, Zara launched almost 120+ AR-based stores all over the world.
Augmented reality is an advanced version of the fundamental physical fashion world. AR helps the projectile fashion industry as an image industry selling ideas. With the bits of help of 3D printing technology, the garment industry can also make and sell clothes.
This Digital Fashion is a sustainable alternative to the polluted RMG industry. The versatility of digital fashion made NFTs, made so far primarily served as a smart marketing diversion for the regular garments and fashion industry. (Nguyen, 2022)
Now Fashion Brands are investing in more sustainable advanced technologies while maintaining production speeds (Nguyen, 2022). The application of AR in the fashion industry primarily helps to create Augmented Reality environments and unique ideas. This AR experience-based product is available both virtually and practically.
It is far away from the traditional garments industry, where mass garments are manufactured to fulfill the primary demands of human beings. AR can increase buyer confidence. According to a survey, 71% of consumers say they would purchase more often if stores used AR. Augmented reality in fashion helps to Spread awareness, keep customers engaged, Convert visitors into customers, and enhance loyalty as well.
Sculpteo, 06 July (2021). The Spider Dress [robe-araignée-min.jpg]. Source. https://www.sculpteo.com/en/3d-learning-hub/applications-of-3d-printing/3d-printed-clothes/
Additive Manufacturing is the most common concept in the fashion and garments industry. It uses 3D printing technology allowing hobbyists to create actual clothing from 3D digital designs. This technology helps the fashion industry to be proved as an image industry that sells ideas. Then helps the garment industry produce products according to dealing ideas that make sells clothes.
3D printing technology enables rapid prototyping in the fashion industry and rapid manufacturing in the garments industry. Consumers can get what they want by printing.
It is considered one of the most significant technologies of IR 4.0 in the fashion industry. Advancement in technical possibilities in 3D printing makes fashion developments possible quickly in the fashion and garment industry.
This 3D printing idea can modify the entire value chain in the garments industry, from design and block patterns to finished apparel. This is the best application of the image-selling fashion industry. With the bits of help from AR, anyone can choose a design and get the same clothing without importing from that country. It needs the design and 3D printer to print the clothing. It has changed the traditional garments manufacturing industry.
References List
Das, R. (2019, March 30). In First, Vogue Arabia Features Three Hijabi Models Of Colour On the Cover. Retrieved from https://www.shethepeople.tv/news/vogue-arabia-hijabi-models-colour/
Hasan, M. M. (2021, September 28). (M. M. Hasan, Ed.) Retrieved from https://textiledetails.com/benefits-of-following-fashion-trends/
Hirsch, M. (2022, March 30). Everything We Knowing About Lizzo’s New Shapewear Brand. Retrieved from https://www.instyle.com/news/lizzo-yitty-shapewear
Levy, A. S. (2022, March 31). Lizzo proudly shows off her famous curves in a skintight top and matching underwear as she announces the launch of the new inclusive shapewear line Kittyty. Retrieved from https://www.dailymail.co.uk/tvshowbiz/article-10671031/amp/Lizzo-announces-launch-fashion-line-Yitty-collaboration-Fabletics-just-size.html?ico=amp_dontMiss
Neman, S. (2019, March 29). Vogue Arabia Makes History, Puts Three Black Hijabi Models on the Cover. Allure. Retrieved from https://www.allure.com/story/vogue-arabia-cover-black-hijabi-models
Newman, S. (2019, March 28). Vogue Arabia Creates History, Puts Three Black Hijabi Models on the Cover. Retrieved from https://www.teenvogue.com/story/vogue-arabia-puts-black-hijabi-models-on-cover
Nguyen, T. (2022, January 21). What’s the point of digital clothes? Retrieved from https://www.vox.com/the-goods/22893254/digital-fashion-metaverse-real-clothes
Mahedi Hasan is a Textile Engineer, as well as a Top Rated content writer at Upwork, a Level 02 Seller at Fiverr, Level 02 Publisher at Ezoic. A passionate textile and fashion content writer, fashion SEO expert, and fashion web designer. Having a B.Sc. in Textile Engineering Degree from Textile Engineering College, Noakhali (TECN). The department is Apparel Engineering. Highly Experienced fashion writer for the last 3+ years. Have extensive 7 years of experience in the wholesale clothing business.