THE WEEKLY THREAD: SPEED X SUSTAINABILITY = THE DIGITAL IMPERATIVE
“From design through to all aspects of production there is a digital alternative...and a digital imperative. The innovations within our industry are many and varied, so let’s make the leap - take back control of our supply chain and prepare for a new future using digital manufacturing and work hard to deliver a sustainable future together!’ - Debbie McKeegan
Much has changed over the last few months - or so it seems? Can we now move to deliver a sustainable future?
If we are to manufacture at speed, reduce waste and deliver just in time then we have to move fast and adopt digital technologies. Manufacturing soley using manual process does not address the textile industry’s requirement for change - product diversity at any scale. Simply put - we need an new generation of agile manufacturing that can flex and adapt to deliver product on demand.
That doesn’t mean that analogue technologies are defunct - we need a new layer of production that can react at speed and on demand to enable a new buying strategy that encompasses singular or dual sourcing.
Large volume production often has an equally large supply chain - this only becomes unsustainable when supply (inventory) exceeds demand - or the technologies and components utilised are incorrectly sourced (not of sustainable origin) - there are many sustainable economies in large scale production. Manufacturing at high volume using clean technologies and components is viable.
Dual sourcing between digital and analogue offers a halfway house, it gives the retailer supply chain security whilst also allowing complete control of inventory. Inventory therefore can be managed and replenished at any scale, reducing waste and improving the products sustainability credentials.
It’s too early to predict the Apparel Industries appetite for change?
Some predict sustainability will rise to the top of the consumers agenda, and it may very well do so? But will the industry listen - can it pivot and make the seismic switch to a sustainable future? Some think not. As the industry grapples with lost revenue and swings to recover lost profits, can the supply chain afford to adopt or even ignore a sustainable future? Some things never change - the pursuit of profits - and it’s here that hope remains?
If the Fashion Industry is to remain viable it has to stop producing waste - waste is lost profits. Designers, creatives, suppliers and manufacturers all want change, the consumer wants change and the planet demands change! In order to make the switch, there has to be a new tier within the supply chain…and that presents a myriad of opportunity for the digital print community - and the upstream manufacturer.
Over the last few weeks i’ve been invited to join a number of discussions orbiting this topic;
Technology holds the power to take back control and but the brakes on the last two decades of overconsumption.
One thing is for sure, sustainability is a global responsibility and only by working in collaboration can we address change and create a sustainable future.
Circumstance accelerates Change
This years catwalks were virtual, the jury is out on the industry's reaction to what was the only option in the current pandemic. Speaking for myself we are not there yet - Fashion must inspire and the catwalks from Milan, London and Paris were most definitely short of inspiration. Here the creative must take back control and in tandem with tech (from the gaming industry) develop a new platform to generate synthetic theatre that delivers a new hybrid reality.
Unleash the digital creative
Whilst virtual offers a temporary fix for the fashion industry and for this seasons apparel collections - Its power is best leveraged when utilised in e-commerce where virtual works very well. The transaction is about product, the digital twin, on-demand sales and customised production. As the ecommerce sector accelerates during the pandemic - witnessing 10 years growth in just 3 months [source McKinsey and company] - Software has a vital role to play.
Online customisation, 3D avatars and personalised shopping experiences are now the new normal.
This sector is expected to see significant growth over the next few years. Neiman Marcus launched a new virtual shopping app at the beginning of the pandemic. Launched ahead of schedule and as a direct impact of the virus, the app secured 20% of all online sales during the crisis. The app connects the client to the retailer, to enable a personalised shopping experience. Data mined from the customers browsing habits is analysed electronically to deliver product suggestions inline with the visitors expectations and style. Going further to also offer a digital (but human) shopping stylist, who then communicates through the customers preferred channels, email, text, whatsapp, wechat etc. Social engagement is a ongoing development of the social retail phenomena and creates a new chapter for ecommerce - social currency.
Behind each and every online or offline product is a lengthy supply chain. Controlling that supply chain is the key to sustainability.
We must start at the beginning - Design products that are inherently sustainable and create them using sustainable components and only then manufacture in tandem with green technologies and an environmental commitment.
Let’s stop designing and manufacturing waste - and switch to on demand digital or hybrid production and reduce the industries carbon footprint further by manufacturing closer to the consumer.
Leverage software to control and communicate the design process - embed production data - in a cloud based platform where all suppliers have access to transparent information.
Let’s get to know our suppliers better?
Shorten the supply chain and insist on the use of sustainable technologies. Traceability is equally important if we are to reduce greenwashing and validate the production process to deliver an eco-friendly product to the consumer.
