Technology Impact

Technology Disruptions in the Fashion Industry

  • E-commerce is rising, moving consumers to online stores and increasing their purchases to 51% since 2016.
  • Smart devices, also known as the Internet of Things in the Tech Industry, speed up supply chain, product tracking, and delivery, resulting in faster replenishment cycles of inventory.
  • Faster production cycles allow brands to drop multiple collections and deliver them to customers immediately.
  • Smart devices, websites, and social media networks provide valuable consumer data to brands to personalize, improve, and offer a wider variety of designs.
  • Read more about How Smart Technology Is Disrupting The Fashion Industry.

Millenials are changing consumer behavior


Lindsay Drucker Mann, vice president in Global Investment Research at Goldman Sachs, explains Millennials’ disruption on Consumer Behavior due to the use of Technology.

Millennials are spending more, using social media, researching products online, and giving instant feedback on their purchases. Companies are focusing on targeting their needs and establishing a direct connection with their customers through social media.

According to Drucker Mann companies are focusing on Millennials because they are the largest generation ever, with 92 million Millennials in the United States, and have been reaching their peak spending years with a 15% increase of spending in the past five years.

Social Media and the Impact of the Audience

Social Media Networks are the new marketing tool of major Fashion brands.

The traditional business model of retail brands focuses on the use of brick and mortar stores as their main outlet to reach consumers, and its production is mainly based on designers’ creativity. Fashion brands found a new medium to target its consumers and build fast fashion empires online with the aid of e-commerce and social media. Social media gives the power to consumers to share and decide what is trending online. Consumers now look at social media influencers, celebrities, and their peers for fashion inspiration rather than fashion magazines.


“Social media has had a powerful impact on the fashion industry, taking it from something which was controlled by a handful of designers, to an industry that has started to see its trends shaped by those who buy from and follow the brands.”


-Ashley Cooksley
Chief commercial Officer at the “The Social Element.”

Social media allows users to share content daily or hourly. It has changed consumer behavior by giving users the desire to show various and different kinds of clothing in each post. Consumers psychology has also changed into the idea that once their outfits are shown to the public or their audience, they can’t be worn or photographed again. Trends short life cycle also encourages consumers to purchase low-priced but stylish clothing rather than invest in luxury items.

Read more about How Social Media Contributed to the Rise of Fast Fashion.