FASHION AT A TIME OF DIGITAL REVOLUTION: THE EXPO RIVA SCHUH DEBATE
THE TALK WHICH WILL OPEN THE 90TH EDITION AIMS TO ANALYZE THE IMPACT OF NEW TECHNOLOGY ON THE WORLD OF FASHION
The success of the fast fashion business model, which features speed as a competitive strategy, has imposed a multi-level re-think for some time now on the timescales of the fashion world. At the same time, the massive diffusion of digital technology has given companies and consumers the tools to guarantee an increasingly direct and immediate interaction.
But how are these two phenomena linked? Is it the demands of fast fashion that pushes us towards digitalisation or is it new technology that continues to impose increasingly rapid timescales? Starting out from these questions, the opening talk will develop: “(Too) fast for fashion: digital technology and the speed of fashion,” scheduled for Saturday 16th June at 11:00 am in the Meeting Room of the Riva del Garda Exhibition Centre.
The debate will be moderated by the customs and fashion journalist for La7 and Book Moda, Cinzia Malvini, and will see the participation of Andrey Golub, CEO of Else Corp (an Italian start-up company specialised in Virtual Retail solutions), who, together with Giovanni Laezza, Managing Director of Riva del Garda Fierecongressi, and Carla Costa, Manager of the Riva del Garda Fierecongressi Fairs Unit, will provide an overview of the trends linked to the diffusion of digital technology for the creation, production and purchase of fashion products.
The spread of 3D technology, 4.0 Industry systems and artificial intelligence are moving us towards the development of Virtual Retail models which enable companies to offer unique, futuristic purchasing experiences, with perfectly fitting products and more sustainable production. This new business model is developed around three core concepts: industrial made-to-measure, which includes made to measure solutions and those for the individual consumer; mass customisation, where industrial products are personalised and made to order, unique creations made to specific request.
With Virtual Retail, products thus become immediately available and adaptable in real time to the demands of the consumer, who is directly involved in the co-design process, the purchase and the personalisation of the product. On the other hand, artificial intelligence systems ‘learn’ the tastes and demands of the consumer, helping companies to come up with correctly styled, well-fitting products. Digital technology even assists with the traceability of the entire production chain in a context where consumers are ever more informed and knowledgeable.
Riva del Garda, 16th June 2018
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