Fashion technology in High end tailoring – Part 1
The fusion between fashion and technology is real. But do these two industries really go hand by in the context of Made to Measure tailoring? Is the luxury market ready for the introduction of 3D Body Scanning technology? We speak to Giovanni Bordone, Brand Ambassador at Luxury Savile Row cloth merchant and Made to Measure leader Scabal, about fashion technologies and their role in the Tailor industry.
1.What is your role at Scabal?
I am the Brand Ambassador for Scabal that means I look after the important clients, have private appointments with them, making sure they will receive the best service possible. Nowadays the core of retail business is the service you provide, the experience you get from a Brand not just the products. My role is to ensure every client engages with the Brand, not just buys products from it. Then I have of course the role to lead the international expansion in markets in which our products are underrepresented and open new channels of business.
2.Can Fashion Technologies be disruptive?
They certainly can, no doubt about it. It is just a matter of time. At the moment we are just at the beginning of the story but sooner or later there will be some innovation that will be disruptive for the entire industry, as it happened a few years back with the introduction of digital music. The fashion industry has not changed substantially for too many years.
3.Which Fashion Technologies are relevant to the Tailor Industry?
At the moment not many. The tailor industry is a very closed cluster and the people normally working in this field are pretty closed mouth when it comes to sharing the knowledge, or using any sort of technology and adapt to changes.
4.Which Fashion Technologies can / will disrupt the Tailor industry?
This is the question! At the moment there are many directions in which the researchers are heading. I think the biggest challenge will be to tackle high labour intensive processes such as sewing with machines, this is where the disruption may come. Another field of interest is from the fabrics’ side, there will be fabrics in the future that adapt to the external factors such as heat or rain or even the colour, the style and the fit will be influenced by the user. That will give us greater power and it will make us all fashion designers. So you will need just one suit that changes colour accordingly to your mood, it will adapt to the external weather condition and it will repair itself in case it gets damaged. This will positively reduce the impact of the clothing business on the environment. At the moment the business model called “fast fashion” is not sustainable. But bear in mind the tailor business will be the last one to be touched by the change because it will start from the bottom of the pyramid, from the mass production, then, when consolidated, it will change also the luxury high end of the market. It will take probably 20+ years.
5.Is 3D Body Scanning a tool for High end tailor?
3D BS has been around for many years but not on the luxury market scene, it is used already by many online and off line companies around the world. For the high end luxury market it will be used but it is going to take much longer. The big spenders want the human touch, the hands on experience and not to be measured by a machine. But it will change, we need to look at things in a long term prospective. So at first the 3D BS will complement the high end offer and then eventually it will take over. It’s only a matter of time. I am not saying the tailors will disappear but they will be pushed even more toward the very high end of the luxury market.
Stay tuned as next time Giovanni will reveal more about an interesting project by Al Jazeera on how the luxury market will react to the introduction of fashion technology.
Al Jazeera TV filming the future of integrated body scan with Bodi.Me