New technologies in the fashion industry

Publication date: February 23, 2023

One of the areas of new technologies is the use of specific materials and textiles. It is worth noting that more and more clothing manufacturers are choosing methods of producing products that will be less harmful to the environment. Undoubtedly, the use of modern technologies in this field prevents the progress of negative climate changes to some extent. At the same time, it influences the positive perception of the brand among consumers, who more and more often consciously choose more ecological solutions, also in the case of fashion. Legal regulations, not only Polish, but also applicable to producers from European Union countries, specify what description should be indicated and contained in the label. Each manufacturer must put a mark or label informing about the type of fibers from which the garment is made. Such marking must be permanent, legible, visible, easily accessible and carefully affixed. The proper application of these legal regulations is controlled by the relevant market surveillance authorities – in Poland, this is the Trade Inspection and the Office of Competition and Consumer Protection.

The development of the fashion industry is associated with the introduction of new technologies not only in the clothing production process, but also in the sales process or the logistics sector. The use of modern solutions is aimed at, inter alia, facilitating shopping for customers, and at the same time increasing sales, safety of individual groups and work efficiency.

Electronic tags are a popular tool used in the fashion industry. They operate on the basis of a remote radio frequency identification (RFID) system – a technology that uses radio waves to transmit data and identify the object. It is a solution that allows you to track the flow of goods from the manufacturer to the moment it is delivered to the customer. Thanks to RFID, it is possible to find a given product of the right size in the store, or adjust the collection to the most popular styles and sizes – it facilitates accurate identification of the assortment. This technology is also used in the process of transport, storage and warehousing of goods. It gives the possibility of control and faster verification of stored products. The remote radio identification system is also used as an anti-theft tool thanks to the allocation function. Electrical tags can be used at virtually any stage to ensure mutual control and interaction between individual cells. The use of electronic tags must undoubtedly be included in agreements and contracts concluded between parties involved in production, transport, storage or sale.

The RFID system is helpful in guaranteeing the authenticity of a given product. This is possible thanks to placing microchips in the garments , which have a unique serial number and a digital signature issued by the manufacturer in their memory. Such a solution is certainly useful in terms of unfair competition and violation of copyrights. Copying products is one of the infringements mentioned. In this case, claims may consist of, among others: discontinuation of prohibited activities, removal of the effects of prohibited activities, repairing the damage caused or handing over unjustly obtained benefits.

The use of artificial intelligence in the fashion industry allows to find solutions that improve sales and the quality of shopping. The use of artificial intelligence enables website owners to promote products and organize search results in a way that aligns with business goals. It is about getting acquainted with the real needs of consumers, understanding buyers’ preferences, which allows to anticipate potential purchases in the future and adjust product recommendations accordingly. Currently, artificial intelligence is an inseparable element of online sales. Frequently used advertising in social media must be properly marked and must not be illegal. Improper labeling of advertisements or the use of prohibited advertisements may result in civil liability towards customers and competitors as well as financial penalties of up to 10% of the turnover achieved in the year preceding the year of imposing the penalty.

More and more fashion brands are using Blockchain technology to e.g. expedite the delivery process and protect intellectual property rights. It is a well-known database that is used in many industries around the world. Its greatest advantages are efficiency, economy and effective management of various processes. The use of blockchain technology is a guarantee of insight into the full history of operations related to a given transaction, including the dates on which the activities related to it took place. Each new action taken, such as a change in the holder or owner of the product, will be recorded in this digital register. Fashion designers very often do not get the share of profit they should – they lose most of their intellectual property and related royalties. It is possible to attach intellectual property rights to the same documents as supply chain and inventory information in Blockchain. Only a timestamp would be required and storing the signed acknowledgment with the rest of the data. This could protect creators and increase their profits, depriving fraudsters of the opportunity to infringe on their rights. In addition, smart contracts can trigger licensing fees and automate payments to the recipient without the need for middlemen and complicated documentation.