#DIGITALFIRST - PIXEL TO PRODUCT - THE GAMIFICATION OF FASHION

“Having started my career as a bespoke tailor, I have experienced first-hand the perspective that there is no need to start making a product until a customer has committed to purchasing it. How exciting then, that we have multiple technologies today, that enable us to produce all kinds of customisable products on-demand and to be able to present these as true-to-life digital-twins in a virtual realm: - MATTHEW MOUNSEY-WOOD

GUEST FEATURE ARTICLE WRITTEN BY MATTHEW MOUNSEY-WOOD - FASHION DESIGNER | BRAND DIRECTOR

As we look forward, perhaps with some trepidation, to the New Season coming to stores this month — set against an uncertain future in the wake of Covid19 and its effect on global economies — I thought I’d present some of my reflections and learnings made over this unprecedented period.

I, like many, spent lockdown catching up on insider insight through various webinars; and one compelling thought from early on in the PI Live Discussions has stuck with me over the months.

“…initially, there will be a desire to return to the old way, just in the first few months as people crave normalcy, but after that, as our virtual behaviours become more embedded, there will be a shift to experiencing and consuming fashion in digital form.”

– Matthew Drinkwater ‘Wonderful Technologies That Will Resuscitate Fashion’

I’ve been on my own ‘digital transformation’ this past year; channelling my 30+ years of experience and passion for making things — through new digital tools. Here’s a few words on what excites me about their application.

Customisable Product on Demand

Having started my career as a bespoke tailor, I have experienced first-hand the perspective that there is no need to start making a product until a customer has committed to purchasing it. How exciting then, that we have multiple technologies today, that enable us to produce all kinds of customisable products on-demand and to be able to present these as true-to-life digital-twins in a virtual realm. I believe that beyond the immediate advantages of inventory-on-demand; this method of production will become an important and lucrative business unit for all focused, purpose lead, brands and boutiques in the future.

As we all learn to trust in more augmented reality size and fit tools, and digital representations of the real world; so highly automated, and digitally connected ‘glocal’ supply chains and distribution hubs will deliver these co-created products with ever shorter lead times. I propose, that a growing number of post-Covid-19 pandemic consumers will be ready and more willing to appreciate the delayed gratification of waiting for their purchase; if it truly meant buying better, for both themselves and the planet.

There are many innovative ways ‘pre-order’ business models may be ‘gamified’ and presented. Perhaps consumers will follow brand ambassadors as they collaborate on unique, brand value and behaviour aligned, hype-creation products. Maybe they’ll experience made-to-order through virtual squad-shopping on social co-creation platforms, where they style their personalised avatars together. Or by visiting maker-stores where having already tried on an augmented reality garment at home, consumers come to a retailment centre and collect their purchase as it comes off the local production line. Knitted construction technologies and on-demand digitally printed wovens have been a reality for some time. No doubt, yarn dyed woven solutions will soon follow — on-demand digital-print machines for colouring yarns were a focus at ITMA2019. The unique design, business and community opportunities these technologies offer are only limited by our vision and daring.

“It feels like now is the right time to embrace and invest in the tools to build this future”.

To create new lean business models, with the view to become trusted lifelong partners, with exciting platforms for consumers to co-create with, on their individual journeys of self-expression and actualization. As we all become Creators, the Creatives role is to be brand guardians; making focused, brand defining sandboxes, relevant and seductive product-content and co-creation toolkits, that inspire consumers to engage in and enjoy new on demand slow(er) real-world and immediate virtual world fashion.

Creating the Digital Value Chain

Every day is an opportunity to learn or try something new. For the past year I have been building upon my understanding and skill-set within 3D design and the digitalisation of the apparel and textile industry. This was initiated out of my growing desire for a more responsible design practice. Having spearheaded the product creation sustainability roadmap in my previous corporate role; I appreciate that 3D sampling and the end-to-end, connected digitalisation of the supply chain is a key enabler to reducing and removing waste in our industry.

What’s more, the gateway to digital fashion is accessible and democratic!

The models and garments in this article are all digital imaginings, created on a MacBook Pro and edited on an iPhone. This includes mill ready textile specifications in Penelope. CAD, factory ready garment patterns and construction instructions in CLO3D, and consumer facing, target-market sized avatars in DAZ3D, with imagery edited with the Adobe Suite. (Render times are slow >< Gaming laptops and PCs with fast graphics cards make the best entry level kit).

Digital 3D assets are rapidly transforming decision making across the value chain; from concept to consumer. They have the potential of positively impacting our agility and liquidity while saving multiple resources and lowering our carbon footprint.

#DigitalFirst enables #ResponsibleFirst.

Inspire through Digital Creation

Creating dynamic digital assets enables us to engage with our consumers, affiliates, ambassadors and collaborators in real-time across social media and gaming platforms. This gamification of fashion — where we utilise mirrored-real-world, and fantastical-other-worldly virtual products, avatars and environments, whether through screens or augmented reality — allows us to make decisions and transactions before making a single physical item. They open-the-roof on ways to inspire our markets and consumers in new and exciting ways; while extending our reach into the barely tapped, growing marketplace of purely digital purchases.

As we step into this brave new world together, I see my own mission as helping to build new innovative platforms, brand defining sandboxes and responsible creation toolkits — virtual and real world — that enable exciting, bespoke, consumer journeys, collaboration and co-creation. To continue to learn, help educate others, and lead in the responsible transformation of our industry.

Thank you for reading. To learn more or to get in touch please visit my website.

For more digital imagery and inspiration follow me on Instagram.

#DigitalFirst: Pixel To Product, The Gamification Of Fashion. Written and Illustrated by Matthew Mounsey-Wood was first published on Medium on September 4th, 2020