The disruptive impact of technology on the fashion industry

Abstract

The rules of the power game are shifting in the fashion industry due to technology. High-end fashion brands are faced with a significant disruption because of the forces of media and technology. Traditionally, fashion trends trickled down from high-end fashion to lower-end fashion or mass fashion. High-end luxury fashion brands once wielded absolute power as trendsetters, and mass brands followed the trends set by exclusive brands. Traditional high-end print fashion magazines such as Vogue and Harper 's Bazaar were powerful sources of information about upcoming fashion trends. However, technology is changing every element of this power structure. Luxury brands and highend fashion magazines no longer have the absolute power as fashion trendsetters that they once enjoyed. In this new era, the ability to adapt to digital and technology trends will be the key solution for fashion brands to maintain their traditional power. This thesis is an exploration into three sectors of disruption: Fashion Week Cycle, Fashion Communication, and Fashion Retailers. In this thesis, I analyze and discuss how technology has been disrupting the fashion industry and suggest possible solutions and strategies for traditional players who want to regain their standing.