Digitalisation is setting a new pace for the fashion industry
Technology is positioning itself as a key element of brand competitiveness.
Technology has become so entrenched in business that it is now an indispensable tool in the everyday management of companies. The majority of brands now work with digital solutions geared towards improving customer relations, optimising processes and increasing efficiency in an increasingly competitive environment.
This change is also evident in the application of business strategies. 78% of companies are planning to enhance their digital channels, confirming that digitalisation is now firmly part of the industry's road map in the medium term, according to the 2025 Barometer of Fashion Companies in Spain, drawn up by Veepee and Modaes.
Technology applied to business
In terms of the use of technological applications, companies have moved from words to actions, integrating them into their everyday retail practice. Brands are incorporating virtual assistants capable of recommending full collections or generating personalised looks based on the customer's profile, making shopping easier and enhancing their experience.
This comes in conjunction with the use of analysis tools that can reveal consumer behaviour and make the necessary adjustments in real time, improving customer loyalty and conversion rates. Artificial intelligence has now also become an integral part of product development, making it possible to anticipate trends and reduce market response times.
Digitalisation is driving an increasingly connected experience within in-store purchases. The possibility of consulting stock in real time, managing online orders and accessing virtual try-on solutions based on augmented reality is strengthening the integration of channels and improving the shopping experience.
Efficiency, data and the customer in the centre
Beyond innovation, technological integration is redefining how the industry operates. The use of predictive systems makes it possible to adjust production, optimise stocks and reduce costs, in a context in which efficiency has become a key factor for profitability.
At the same time, the ability to manage data and personalise your product offering has become one of the main differentiation factors. Customers are asking for a shopping experience that is adapted to their individual needs, immediate and consistent across all points of contact. Accordingly, digitalisation is becoming a key element in brands' competitiveness and their capacity to evolve in an increasingly demanding market.
And it is against this backdrop that MOMAD, which will hold its next edition from 23 to 25 July in Madrid, will showcase technological solutions for the retail channel and confirm its role as the fashion industry's strategic meeting point.