The emerging trend of e-fashion has the potential to reduce landfill and counter fast fashion, according to a new report.
Researchers from the University of Portsmouth, in the United Kingdom, found, counter to conventional logic, consumers with a strong appetite for novel and tactile experiences were particularly drawn to e-fashion.
Study co-author Kokho Sit said after looking at the growing phenomenon of e-fashion, or digital garments worn in virtual environments, the team found the intangible items could help bridge the gap between fast fashion and environmental sustainability.
“From Instagram filters to gaming skins, the idea of digital self-presentation isn’t new,” Dr Sit said.
“But fashion brands are now taking things a step further, offering digital-only collections that exist purely on-screen.”
He said the clothes could change colour, morph shape, and even communicate with physical counterparts via near-field communication (NFC) chips.
“Crucially, they come without the environmental baggage of traditional production, shipping or waste. Their production, consumption and disposal don’t require using raw and difficult-to-recycle materials such as polyester.”
Dr Sit said the research studied how consumers responded to the unique appeal of digital clothing and what drove their willingness to pay for garments they couldn’t physically touch, try and own.
He said they found consumers valued the creativity, customisability and interactivity.
“For them, virtual couture is not a compromise but an additional new frontier in personal style. Conventional logic suggests that consumers with a strong need for touch, who enjoy physically inspecting and trying on a garment, are less likely to find e-fashion appealing.
“However, the research challenges this logic. It learns that consumers with a high need for touch, and a high sensation-seeking, are an ideal target market for virtual clothing.”
Dr Sit said the research found that consumers could mentally simulate the tactile features of e-fashion, a process that became increasingly feasible and vivid with the adoption of virtual reality headsets.
“Whether e-fashion is a fleeting fad or a long-lasting trend remains to be seen, but its environmental potential is undeniable.”
He said while it may not entirely replace physical fashion, the study suggested e-fashion could meaningfully reduce our reliance on high-volume, low-value clothing and help curb the environmental toll the industry.
Read the full study: Will consumers pay for e-fashion? A multi-study investigation.
