Driven by the wave of fashion digitalization, consumers' demand for fashion products is more diversified and personalized, and they have higher expectations for sustainability, digital experience and the development of the fashion industry.

Internet technology changes consumption patterns

In the rapidly changing consumer market, the continuous innovation of business models provides consumers with more choices. In particular, the improvement of the supply of international resources has brought about model innovation represented by live streaming e-commerce, social e-commerce and cross-border e-commerce.

At present, with the popularization and application of emerging technologies such as mobile Internet, Internet of Things, big data, cloud computing and artificial intelligence, the fields of consumption and circulation have undergone "revolutionary" changes. Among them, the online channel clothing turnover represented by Tiktok e-commerce has maintained a good momentum of development.

"In the first half of this year, sales of women's clothing on Douyin increased by 47 percent year-on-year." A person in charge of a Douyin women's clothing e-commerce said, "We found that more and more female consumers are keen to place orders on e-commerce platforms by means of short-video band goods." "In the first half of this year, sales of short-band products increased by 203 percent."

With the development of Internet technology, online personalized customization of clothing has gradually emerged. Through online booking, professional personnel can achieve one-to-one door-to-door service. Not only in the style, production to provide customized services, but also to meet the consumer's personalized choice of clothing color and fabric, such as what style to choose for formal occasions, commute to wear what style is more appropriate, how to match the top and pants look better, what kind of color is more harmonious.

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