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Fashionology: When fashion retail & technology intersect

As technology continues to advance at an unprecedented pace, its influence on the fashion industry becomes increasingly pronounced, reshaping every aspect of the way we design, produce, market, and consume fashion. This dynamic intersection of fashion and technology is not merely a trend but a transformative force that has fundamentally altered the landscape of the fashion industry. From innovative materials and manufacturing techniques to cutting edge digital platforms and data analytics, technology has revolutionized every step of the fashion supply chain, offering new opportunities for creativity, sustainability, and consumer engagement.

At the heart of this revolution lies the significance of technology in redefining traditional paradigms and driving innovation across the fashion ecosystem. No longer confined to the realm of aesthetics, fashion has evolved into a multidimensional industry where technology serves as both an enabler and a catalyst for change. By harnessing the power of digital tools, fashion brands can now create immersive experiences, personalize products, optimize operations, and minimize environmental impact like never before. This symbiotic relationship between fashion and technology has opened up a world of possibilities, enabling brands to push the boundaries of creativity while meeting the evolving needs and expectations of consumers in the digital age.

Brands are harnessing advanced fabric processing technologies to introduce specialized functionalities. A standout example is ‘Underworld,’ a brand at the forefront of this trend, which has developed innovative underwear tailored for both daytime and nighttime wear. By leveraging technology, the brand’s daytime underwear emphasizes mobility and stretch, accommodating active lifestyles, while their nighttime counterparts prioritize breathability and sweat absorption, enhancing comfort during rest. This approach reflects a profound understanding of modern consumers’ diverse needs and showcases how technology is reshaping innerwear beyond traditional roles. As brands continue to explore these technology-driven fabric solutions, the industry moves toward a future where personalized comfort takes centre stage, redefining the boundaries of innerwear’s functionality,” explains Pakhi Saxena, Business Director, Retail CPG, Wazir Advisors Pvt. Ltd.

To gain deeper insights into the transformative impact of technology on the fashion industry, we turn to leading brands at the forefront of innovation. Through their pioneering initiatives and groundbreaking collaborations, these brands offer a glimpse into the future of fashion, where technology driven solutions drive sustainable growth, enhance customer experiences, and redefine industry standards. From established luxury houses to emerging D2C startups, these brands exemplify the diverse ways in which technology is reshaping the fashion landscape, paving the way for a more connected, inclusive, and sustainable future.


As we embark on this exploration of the evolving intersection of fashion and technology, we delve into the innovative features, strategic partnerships, and real-world applications that are shaping the industry’s trajectory. From manufacturing advancements and supply chain optimizations to customer behavior analysis and social media strategies, each aspect of the fashion ecosystem is intricately woven into the fabric of technological innovation. By examining the experiences and insights of leading brands, we aim to uncover the untapped potential of technology in driving positive change and fostering a more resilient, responsible, and innovative fashion industry for generations to come.

“Staying ahead of trends and leveraging technology will be instrumental in maintaining our competitive edge and driving customer satisfaction,” says Vineeta Singh, Co-founder & CEO, SUGAR Cosmetics.

In the following pages, we invite you to join us on a journey through the digital corridors of fashion, where creativity meets technology, and innovation knows no bounds. Through in-depth interviews, case studies, and expert analysis, we aim to unravel the complexities of this dynamic relationship and shed light on the transformative power of technology in shaping the future of fashion. From sustainable materials to AI-driven design, from social commerce to virtual try-ons, the possibilities are endless, and the future is bright for those bold enough to embrace the winds of change. 

Innovations in Manufacturing 

In the sprawling factories and workshops where garments are brought to life, a silent evolution is taking place. Here, amidst the whirring of machines and the hum of creativity, fashion brands are embracing cutting-edge technologies to revolutionize their manufacturing processes. From AI-powered pattern design software to robotic automation in production, these innovations are not only enhancing efficiency but also redefining the very notion of craftsmanship.

Take, for example, Jisora, a brand that prides itself on merging tradition with contemporary aesthetics. Founded in 2021 by Kavya Sethi, Jisora has become synonymous with impeccable craftsmanship and unparalleled comfort. By integrating advanced fabric cutting techniques and state-of-the-art pattern design software into their manufacturing units, Jisora has set a new standard for excellence in the industry.

“We redefine the essence of modern style, offering discerning consumers an elevated and unique fashion experience rooted in unparalleled comfort,” says Kavya Sethi, Founder, Jisora.

Similarly, Kalki, a luxury ethnic wear brand established in 2007, has embraced innovation at every turn. Led by Nishit Gupta, Kalki blends contemporary flair with timeless styles, drawing inspiration from haute couture trends worldwide. By collaborating with local artisans and leveraging blockchain technology in their supply chain, Kalki has cemented its position as a pioneer in the Indian fashion industry.

“We seamlessly blend traditional craftsmanship with modern technologies to create products that resonate with a global audience,” says Nishit Gupta, Director, Kalki. “We embrace the trend of video shopping, providing an interactive platform for customers to explore our collections. This holistic approach ensures our brand remains at the forefront of both traditional artistry and contemporary innovation.”

Meanwhile, Kaveri, India’s only all-linen clothing brand, is redefining the concept of everyday wear. Founded by Kaveri Lalchand, Kaveri draws inspiration from the natural beauty and sustainability of linen fabric. By embracing augmented reality and artificial intelligence in their manufacturing units, KAVERI has created garments that are not only stylish but also environmentally conscious.

“With advances in the field of augmented reality made possible by Microsoft’s HoloLens and the upcoming JioGlass amongst others, we see huge benefits in production training as well as in improving occupational health and safety. At Kaveri, we stand by innovation that creates a more efficient and healthy workplace with technology at its epicenter,” says Kaveri Lalchand, Founder, Kaveri.

“We view the advent of Robotics and Artificial Intelligence not as a route to slashing jobs, but as a supplementary tool to augment workforce productivity,” Kaveri adds.

Similarly, Ace Turtle, the new India’s leading tech-native retail company is spearheading the retail industry’s next phase of transformation. Bengaluru and Singapore-based ace turtle is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys”R”Us® , Babies”R”Us® and Dockers for India and other South Asian markets. “Technology has always been our secret sauce. For us, the whole business model is about driving adoption for all our brands. We are focused on getting the consumer data and use it for design, manufacturing, marketing, and engaging with the consumers,” says Amit Kriplani, Chief Technology Officer, Ace Turtle.

“We are using digital design tools to make the design process for Lee and Wrangler more efficient and reduce the time taken to bring the products to the market,” he adds.

Business Impact

The infusion of technological advancements into the manufacturing process has had a transformative impact on the business landscape. Enhanced production efficiency and heightened product quality have translated into an enhanced customer experience, driving positive feedback and substantial growth in revenue.

“At Jisora, the integration of technological advancements has yielded a transformative impact on our business,” says Kavya. “Elevated production efficiency and heightened product quality have translated into an enhanced customer experience, resulting in substantial growth in revenue.”

Similarly, Kalki has seen significant revenue growth following the implementation of innovative features and technologies in their manufacturing units. “Smart textiles and wearables appeal to tech-savvy customers, and blockchain ensures supply chain transparency, building trust. Augmented reality enhances the online shopping experience, reducing returns and boosting satisfaction. Artificial intelligence-driven design and collaboration with local artisans add authenticity, resonating with a broader audience. The introduction of video shopping provides a dynamic platform for real-time engagement, contributing to overall sales growth,” says Gupta.

 “We find ourselves using cutting-edge technology to help us achieve levels of efficiency that we haven’t before as well as increased revenues in a cost-effective fashion,” adds Kaveri.

According to Ace turtle, “In FY23, we achieved highest-ever annual sales for both Lee and Wrangler in their 25-year history in India. We grew the business of both the brands by more than 100% in FY23 over FY22. In FY24, we have seen significant growth so far and aim to grow by over 50% over FY23. While we aimed to grow by a higher percentage, due to a delayed uptick to the festive season in 2023, the growth was slower than expected.”

“Currently, our sales across channels are evenly split, with 50% of the sales for Lee and Wrangler coming from offline channels (offline retail stores and department stores) and the remaining 50% online (, and online marketplaces). In 2024, we expect the sales of Lee, Wrangler and Toys“R”Us to grow significantly. We just opened the flagship store of Toys“R”Us in Mumbai which is India’s largest high-street toy store. We plan to open 10 more Toys“R”Us stores by June 2024 taking the total tally to 12 stores,” says Kriplani.

Adapting to technology has resulted in great numbers for many brands, once such brand is Yoho, ‘We’ve grown by 4x in a period of 9 months,” says Prateek Singhal, Co-Founder of Yoho.

FashionologyCollaborations with Technology Companies

In the fast-paced world of fashion, collaboration is key to staying ahead of the curve. By partnering with technology companies in areas like software development, marketing, and logistics, fashion brands are able to leverage cutting-edge tools and expertise to enhance their operations and reach new heights of success.

“We have logistic and marketing partners for supply chain management that help in managing our deliveries to customers efficiently, resulting in better customer delight,” explains Singhal. “Additionally, we also collaborate with physicians and polymer scientists to come up with the best materials and ergonomic designs for our users.”

Similarly, Jisora relies on strategic partnerships to optimize its supply chain and enhance customer engagement.

“We leverage advanced order processing and inventory management systems to seamlessly track and fulfill online orders,” says Kavya. “Real-time updates, automated logistics, and a sophisticated tracking system ensure optimal efficiency, allowing us to meet customer demands promptly and with precision.”

“We work with a host of tools that enable us to simplify processes, analyze and read data in order to make actionable decisions. For instance, Shopify helps us host our website and manage its content, providing analytics and user behavior flows over time. This helps simplify decision-making by enabling us to customize and export reports. We also use a range of tools which revolve around the Shopify plugins ecosystem to manage inventory, invoicing and logistics,” adds Kaveri.

Supply Chain Management

Efficient supply chain management is essential for the success of any fashion brand, especially in the era of e-commerce. By harnessing the power of technology, brands are able to streamline their supply chain processes and optimize inventory management to meet customer demands with speed and precision.

“At Jisora, our dedicated website serves as the epicenter of our streamlined supply chain management,” explains Kavya. “Leveraging advanced order processing and inventory management systems, we employ technology to seamlessly track and fulfill online orders. Real-time updates, automated logistics, and a sophisticated tracking system ensure optimal efficiency, allowing us to meet customer demands promptly and with precision.” 

Similarly, Yoho utilizes warehouse management software and AI-driven demand forecasting models to optimize its supply chain processes and ensure timely delivery to customers.

“Maintaining real-time inventory across channels is very important for a good customer experience,” says Prateek. “We work with a warehouse management software called Increff, which has a reliable ecosystem to facilitate multiple handshakes at our scale. Additionally, we have also built AI models for demand forecasting and supply chain triggers to ensure that we are never understocked or overstocked.”

Meanwhile, Ace Turtle uses a single view of inventory across all channels, “Our proprietary omnichannel tech platform Rubicon provides a single view of inventory across all channels. This inventory can be allocated globally across all platforms or can be broken down channel wise based on your requirements. The system publishes and updates your inventory for each sale happening from any channel thus keeping all other channels in sync with real-time inventory,” says Kriplani.

“Rubicon provides a data-based allocation engine to prescribe an optimal delivery for your customer’s order. It also has an integrated ecosystem of multiple last mile logistics partners and provides end to end tracking of your customer’s order from allocation to delivery through real time updates,” Kriplani explains.

“Shopify, with its host of integrations and plugins, enable us to manage and optimize our supply chain for online orders- providing reports about trends in demand, inventory management and measuring the availability of products across multiple warehouses and stores, thus helps us maintain a lean production line that is demand-based avoiding overproduction and delays,” adds Kaveri.

Similarly, Gupta says, “We employ advanced inventory management software to track stock levels in real-time, mitigating risks of over selling or stockouts. Artificial intelligence algorithms aid in demand forecasting, analyzing historical data and market trends to ensure optimal inventory levels and prevent shortages. Automation is key in our order processing systems, handling confirmation, invoicing, and shipment notifications to enhance overall efficiency and reduce manual errors.”

“Blockchain technology enhances transparency in the supply chain, allowing all stakeholders to track the movement of goods from manufacturing to delivery. Data analytics tools monitor supply chain performance, identifying areas for improvement, while collaborative platforms connect all stakeholders for better communication and coordination. These technologies collectively contribute to a more agile, efficient, and responsive supply chain, ultimately enhancing customer satisfaction and improving overall business performance,” he adds.

Customer Behavior Analysis 

In the digital age, understanding and analyzing online customer behavior is essential for staying competitive in the fashion industry. By leveraging technology, brands can gain valuable insights into customer preferences and purchasing habits, allowing them to tailor their products and marketing strategies to meet the evolving needs of their target audience. 

“We use various methods to analyze customer behavior, including interpreting data from our digital marketing channels,” explains Singhal. “This involves comparing insights from product posts, reviewing product sales, and examining what type of products are added to cart and wishlisted more frequently. Through these insights, we try to improve our products to meet the customer demand and come up with newer categories.” 

Similarly, Jisora utilizes advanced analytics tools to gain profound insights into online customer behavior and preferences, empowering them to tailor their collections to align seamlessly with the evolving tastes of their discerning clientele. 

“Our website harnesses the power of AI-driven algorithms to deliver a personalized shopping experience,” says Kavya. “By analyzing customer browsing history, previous purchases, and preferences, we curate bespoke product recommendations for each shopper. This personalized touch not only enhances the shopping journey but ensures that customers discover items that resonate with their individual style, contributing to a more engaging and satisfying shopping experience on our platform.” 

Additionally, Kalki leverages data analytics tools to monitor customer behavior and preferences, enabling them to tailor their online experience and product recommendations accordingly. 

“Through data-driven insights, we gain a comprehensive understanding of user preferences, purchasing patterns, and browsing habits,” explains Gupta. “This information enables us to tailor our online experience, personalized recommendations, and marketing strategies to align with customer preferences. Machine learning algorithms further enhance our ability to predict trends and adapt our offerings to meet evolving customer needs, fostering a more engaging and customer-centric online environment.” 

Social Media & E-commerce

In today’s digital age, social media has become a powerful tool for brands to enhance their e-commerce and offline sales experiences. By strategically leveraging social media platforms, brands can engage with their audience, build brand awareness, and drive sales both online and offline.

“Strategic utilization of social media platforms serves as the cornerstone of Jisora’s marketing strategy, driving both e-commerce and offline sales,” says Kavya. “Through engaging content, meticulously crafted influencer collaborations, and targeted campaigns, we elevate brand visibility and foster deeper customer engagement, ensuring our audience recognizes Jisora as a go-to destination for stylish and comfortable fashion.” 

Similarly, Kalki strategically employs social media platforms to engage diverse demographics and boost brand exposure.

“Our social media platforms serve as virtual showrooms, offering a glimpse into our latest designs, store launches, and behind the-scenes moments,” explains Gupta. “Engaging with our audience through interactive content, live sessions, and user-generated content has amplified brand visibility and customer engagement. By integrating seamless shopping experiences across platforms, we bridge the gap between online discovery and offline visits, encouraging a holistic customer journey. Leveraging data analytics and insights from social media, we tailor our strategies to meet customer preferences and drive sales both online and in-store.” 

Additionally, Yoho employ social media platforms to engage diverse demographics, catering to a wide spectrum—from college going adolescents to professionals within the corporate and business sphere. “Our content mostly aims to establish relatable connections w.r.t comfort across various segments of social media users, enhancing our reach and resonance,” says Singhal. 

Government Support & Initiatives 

The Indian government has been actively supporting technological advancements in the fashion industry through various initiatives aimed at enhancing manufacturing capabilities, promoting innovation, and fostering growth. 

“The Indian government is actively offering various technology-related assistance to enhance the fashion industry at both the manufacturing and end-product levels,” explains Singhal. “This includes initiatives such as establishing testing centers like SITRA and NITRA to ensure the quality of textile and apparel products, setting up footwear clusters to provide infrastructure and support to footwear manufacturers, and initiatives like BharatNet and Digital India to bridge the digital divide and provide internet access to remote areas.”

Moreover, the government is setting up footwear clusters in various states to provide infrastructure, technology, and skill development support to footwear manufacturers, which might boost domestic footwear production. 

“With these clusters, we are now able to access technologies at better and fairer costs in India, instead of going abroad,” says Singhal. 

These initiatives have played a crucial role in facilitating the adoption of technology within the fashion industry, enabling brands like Yoho to leverage advancements in manufacturing, supply chain management, and customer engagement. 

“At this time our channel partners are empowered with the option to register with the Startups India Program which gives them several outlets to optimize their efficiency,” states Kaveri. 

Technology & Sustainability 

One of the most significant transformations in the Indian fashion and apparel manufacturing industry has been the integration of technology with sustainability initiatives. Brands are increasingly leveraging innovative technologies and sustainable materials to reduce their environmental footprint and promote ethical practices throughout the supply chain. 

Fashionology“Sustainability takes center stage with ecoconscious manufacturing technologies, responding to the rising demand for ethical fashion,” says Kavya. “The transformative fusion of sustainable materials and Artificial Intelligence has positioned Jisora as a pioneer in the Indian fashion and apparel manufacturing industry, further enhancing the comfort factor in our offerings.” 

Similarly, Kaveri emphasizes sustainability by incorporating natural fabrics and ethical practices into their manufacturing processes. “Sustainability is at the core of the House of Kaveri and the central piece of the puzzle is the use of linen- a fabric that is immensely sustainable- from the environmental standpoint; durable, versatile and timeless. Alongside linen, we also use other natural fabrics such as silk, cotton, and organza. It is worth turning to these greener alternatives when compared to the synthetic likes of polyester and other materials in the market that may be a cheaper choice but come at a price- for being non-biodegradable, notorious for their toxic microfibres and being one of the primary sources of oceanic pollution,” affirms Kaveri.

“We’re sustainable down to even the human level keeping a watchful eye on ethical practices used in-house to create our garments- from the materials, dyes and techniques- ensuring everyone working on a garment is safe. With linen, even a little goes a long way. The fabric is so strong and durable that it can be reused and recycled multiple times. With that in mind, our Love Earth initiative encourages customers to return their old Kaveri garments in exchange for a voucher of Rs.1000. We reuse the linen from these garments to make accessories, bags and our little giveaways,” Kaveri further explains. 

“Artificial Intelligence has revolutionized production processes & optimizing efficiency for warehouse management as well as maintaining supply chain. These advancements not only boost sustainability efforts but also offer consumers personalized options, elevating the industry’s innovation standards while aligning with eco-conscious practices,” explains Gupta. 

“AI-powered design tools help with everything from generating fabric patterns and sketching ideas to predicting fashion trends and creating personalized recommendations. 3D prototyping and virtual tryon allows designers to visualize garments on virtual models before physical production, reducing waste and speeding up the design process,” says Kriplani. 

According to Yoho, technology has brought a wave of transformation to the Indian fashion and apparel manufacturing industry, impacting everything from the materials used to the way clothes are designed and made. 

“Natural fabrics like hemp, jute, and bamboo are being increasingly used, replacing synthetic materials and reducing the industry’s carbon footprint. Alongside, we can see an increase in the use of recycled fibers. Where plastic and polyester are being repurposed into new clothing, tackling post-consumer waste and promoting circularity. Additionally, 3D printing with biomaterials can offer a possibility of custom, sustainable garments,” says Singhal. 

Integration Of Advanced Technology: What Retail Leaders Are Saying 
“Supply Chain Transparency: This includes digital solutions like block chain that provide insight into the origin and journey of the fiber from forest to finished product. Fiber identification technology: Our fiber identification technology relies on the physical identification of fiber origin at different stages of the product such as the yarn, fabric and garment level. This enables the full traceability of fiber origin and protection from counterfeiting. E-branding platform for certification with branding: The Lenzing e-branding service is an online platform that gives our partners along the value chain access to our product brands. The platform stands for transparency in the supply chain with the objective of enabling consumers” -Arpit Srivastava, Regional Marketing & Branding Manager (South Asia, Middle East, Thailand), Lenzing Group. 

“We are committed to enhancing customer experiences through the integration of technology. In our physical stores, we’ve implemented interactive kiosks that provide detailed product information, helping customers make informed decisions. Online, our website features virtual try-on tools that allow customers to visualize how our footwear looks on them before making a purchase. Additionally, we leverage data analytics to personalize recommendations and offers for our online customers, creating a more tailored shopping experience” -Anupam Bansal, Director, Retail Liberty Shoes. 

“Three game-changing technologies that will benefit the industry in my view, would be Augmented Reality (AR) for enhanced virtual shopping experiences; Artificial Intelligence (AI) for personalized recommendations and customer insights and Efficient No Contact Payment Solutions to ensure a seamless and safe checkout process” -Rashmi Shukla, Business Head and Senior VP, Jaypore, ABFRL. 

“The rise of e-commerce and digital shopping experiences will continue to impact the men’s casualwear market. Brands that invest in online platforms, social media marketing, and virtual shopping experiences are more likely to reach a broader audience and drive sales” -Satyen P. Momaya, CEO, Celio Future Fashion Pvt. Ltd. India. 

“With research, data and technology in our FS Fit Algorithm, our Fits are crafted to flatter all Indian body shapes, so you do not have to compromise on style or comfort. We just need 3 body measurements – bust, waist and hips to find the right fit size for you. As part of the technological interventions at the store, we’re starting with paperless billing and omnichannel shopping experience” -Ayushi Gudwani, Founder, Fablestreet.

“One of the key technologies we have implemented is an interactive product visualization feature. Through high-quality images and detailed product descriptions, customers can get a clear understanding of the design, texture, and functionality of our bags and accessories. Furthermore, we have implemented a user-friendly and intuitive website interface, ensuring easy navigation and a smooth checkout process. Customers can conveniently browse through our collections, add items to their cart, and complete their purchase with just a few clicks” -Disha Singh, Founder, Zouk. 

“Virtual Reality and AI both will upend the business from design to creation and the way we buy and sell and consume” -Farida Kaliyadan, COO, Louis Philippe, Planet Fashion, Customer Centricity Head. 

“3D designing is evolving fast. For now, we use it for most of our shirts and it helps reduce sampling wastage. Secondly, there is a lot of innovation happening in the field of sustainability from recycled fiber usage to dying technologies to reduce carbon footprint. Thirdly, immersive experiences to build brand experience, and Augmented reality that helps consumers see how garments would look on them without using the trial room. They can even style their outfits virtually by exploring different products offered in the collection” -Harita Choudhary Kaul, Chief Product Officer, Benetton India. 

“In the fashion industry, right now these three pivotal innovations are transforming the landscape. Firstly, the adoption of sustainable materials and ethical practices to meet eco- friendly demands. Secondly, the implementation of advanced software solutions, including robust ERP systems, plays a pivotal role in minimizing human errors while enhancing allocation and purchasing processes. Lastly, omnichannel experience has paved the way for accelerated turnaround times for online platforms and EBOs (Exclusive Brand Outlets)” -Siddhant Aggarwal, Director of Operations, KAZO. 

“Technology in itself is not important. It assumes importance by becoming an enabler of delightful experiences to the consumer at several touchpoints with the brand. Today, there are several technologies that play a critical part and influence the consumer experience even before he/she enters the store and continue to influence even after he/ she has left the store. They are all as important as those moments of truth” -Rahul Shukla, President & Chief Retail Officer, Jockey. 

“It is a digital age and advancing with technology is what will keep you in business. Business automation has proven to be extremely helpful these last few years. Digitizing inventory in such a way that balance is maintained, all the while retaining human touch and personalisation helps in the visibility of data, which can be a game-change” -Darpan Kapoor, Chairman, Kapsons Group.

Future Trends in Indian Fashion 

Looking ahead, the future of Indian fashion is poised for further transformation driven by technological innovations. Emerging technologies such as Augmented Reality (AR), Virtual Reality (VR), Artificial Intelligence (AI), and Blockchain are expected to revolutionize the industry, offering new opportunities for brands to enhance customer experiences, optimize operations, and promote sustainability. 

“In the future, we will see more game-changing tech like AR/VR, AI-driven personalization, and the integration of blockchain technology,” says Singhal. “These innovations are set to redefine how we shop and engage with brands, ushering in a tech-savvy era for the Indian retail landscape.” 

“Augmented Reality, Virtual Reality and Artificial Intelligence will significantly enhance the consumer experience in the fashion industry going forward. These technologies will transform the virtual experience and allow brands to showcase their products to clients in a way that was not possible before,” adds Kaveri. 

According to Kalki, Virtual and Augmented Reality innovations have amplified customer engagement, enabling immersive shopping experiences and aiding informed decisions. 

“Sustainability takes center stage with ecoconscious manufacturing technologies, responding to the rising demand for ethical fashion. 3D printing, IoT, and blockchain bring efficiency, on-demand production, and transparency, while mobile commerce and omnichannel strategies fortify accessibility, ensuring seamless experiences across platforms. This tech evolution pioneers a future where innovation, sustainability, and customer-centricity converge to redefine India’s fashion landscape,” adds Gupta. With the continued evolution of technology and its integration into the fashion industry, brands are poised to adapt to changing consumer preferences, drive innovation, and shape the future of fashion in India. 

According to Ace Turtle, in 2024, the following technologies could shape the future of fashion retail in India: 

  • Generative AI

Generative AI, once a buzzword in 2022, saw little investment across sectors, including retail, last year. However, the retail industry is now leveraging its transformative potential. Brands are using Generative AI to enhance productivity and profitability, automating tasks like cataloguing and product descriptions, and even deploying it as virtual customer assistants. Indian retail brands are also using Generative AI to improve demand forecasting accuracy and efficiency, aiming to reduce inventory wastage and automate real-time inventory updates across channels. 

  • Driving efficiency with Industrial Internet of Things (IIoT) 

EY’s retail report underscores the need to restructure global supply chains amidst geopolitical uncertainties. To adapt, the industry must adopt agile technologies like IIoT. By automating supply chains with interconnected sensors and devices, businesses can swiftly tackle challenges from procurement to fulfillment. Indian retailers have already leveraged IoT for enhanced in-store experiences, paving the way for full-scale integration of IIoT to drive productivity and efficiency. 

  • Using Foundation Models and Large Language Models for forecasting 

Indian retail has long struggled with outdated forecasting methods, leading to missed opportunities and excess inventory. Enter Foundation Models, trained on vast data sets and adept at capturing Indian market intricacies. Fine-tuning them with local data enhances their predictive accuracy, painting a vivid picture of future demand. Large Language Models (LLMs) interpret this data, crafting actionable narratives that drive strategic decisions. With inventory and marketing aligned to predicted trends, operations run smoothly. LLMs handle tedious tasks, empowering human innovation. With Foundation Models as the map and LLMs as the compass, Indian retail sails confidently into the future.


In reflecting on the dynamic relationship between fashion and technology, it becomes evident that the fusion of these two realms has birthed a new era of innovation and possibility within the industry. From the early integration of digital tools in design and production processes to the advent of sophisticated algorithms driving personalized shopping experiences, technology has emerged as a driving force behind the evolution of fashion. 

At the heart of this evolution lies the recognition of technology’s profound significance in revolutionizing traditional practices and reshaping the fashion landscape as we know it. Gone are the days when fashion was solely dictated by design aesthetics and seasonal trends; today, it is increasingly influenced by advancements in materials science, data analytics, and digital connectivity. This paradigm shift underscores the transformative power of technology in driving industry-wide progress and ushering in a new era of sustainability, efficiency, and consumer engagement. 

Leading brands at the forefront of this technological revolution have embraced innovation as a core tenet of their ethos, leveraging cutting-edge solutions to enhance every aspect of the fashion value chain. From pioneering sustainable materials and production techniques to harnessing the power of artificial intelligence and machine learning for predictive analytics and personalized recommendations, these brands exemplify the potential of technology to redefine the boundaries of creativity and craftsmanship. 

Take, for example, Jisora, a trailblazing women’s fashion brand founded by Kavya Sethi in 2021. With a steadfast commitment to impeccable craftsmanship and contemporary aesthetics, Jisora has seamlessly integrated cutting-edge technologies into its manufacturing units, elevating both precision and comfort in every garment. By leveraging advanced fabric cutting techniques, state-of-the-art pattern design software, and AI-driven algorithms for personalized product recommendations, Jisora has redefined the essence of modern style, offering discerning consumers an elevated fashion experience rooted in unparalleled comfort and sophistication. 

Similarly, Kalki, established in 2007 by Nishit Gupta, has emerged as a beacon of luxury ethnic wear, blending contemporary flair with timeless styles for a global audience. Through strategic collaborations with local artisans and the adoption of blockchain technology for supply chain transparency, Kalki has set a new standard for authenticity and craftsmanship in the industry. By embracing innovations in video shopping, augmented reality, and personalized marketing, the brand has fostered deeper customer engagement and loyalty, driving revenue growth and brand resonance in an increasingly competitive market landscape. 

Meanwhile, Kaveri, founded by Kaveri Lalchand, stands as India’s only all-linen clothing brand, embodying the ethos of sustainability, versatility, and free-flowing comfort. With a focus on inclusive and honest clothing, Kaveri has leveraged augmented reality and robotics to enhance production training and workplace efficiency while maintaining a deep-rooted commitment to ethical practices and artisanal craftsmanship. Through strategic partnerships with technology companies and a steadfast dedication to innovation, Kaveri has cemented its position as a pioneer of sustainable fashion, inspiring a new generation of conscious consumers and industry stakeholders alike. 

As these leading brands demonstrate, the intersection of fashion and technology holds immense promise for the future of the industry. From supply chain optimization and customer behavior analysis to social media integration and government support for technological advancements, the possibilities for innovation are boundless. By embracing technology as a catalyst for positive change and collaboration, fashion brands can chart a course towards a more sustainable, inclusive, and technologically driven future. 

In conclusion, the journey of fashion technology is one of continuous evolution and adaptation, guided by a shared vision of progress and possibility. As we look ahead to the future, it is clear that the fusion of fashion and technology will continue to shape the industry in profound ways, offering new avenues for creativity, sustainability, and consumer engagement. By harnessing the power of innovation and collaboration, fashion brands can navigate the complexities of a rapidly changing landscape and emerge as leaders in a new era of fashion excellence.

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