Holistic Strategies for Digitalisation

Digitalisation as a key business factor?
Four questions to the fashion expert Armin Kämmerer

The fashion industry is in a state of upheaval. Which prospects does a holistic perspective offer? What influence do the customers have? Thanks to his many years of experience and his comprehensive expertise, our fashion expert Armin Kämmerer is very close to market developments. Read more in our interview with the SPH Editorial Department.

Mr Kämmerer, a topic that has been concerning companies even before the Covid-19 pandemic, but at latest since Covid, is digitalisation. What is the biggest challenge?
The biggest challenge for the industry is to implement digital transformation in all areas of its corporate culture. This is driven by the use and opportunity of new technologies and their impact. Digital transformation is a tool for companies to protect and align their brand and reputation for the future in an uncertain and complex environment.

Which business areas need to be addressed in the course of digitalisation?
It’s not about changes in individual areas, such as digital product development or digital showrooms, networking of machines and production processes (Industry 4.0), cloud solutions, procurement, sales, etc., – companies must accept digitalisation as a central aspect of their business!

What is the role of customers in digitalisation?
They play a decisive role in the further development of the digital shopping world. They use digital channels before the purchase, during the purchase process and after the purchase. More and more consumers want to interact, influence, be part of and represent the brand, not just buy a product. Added to this are issues such as sustainability.

What are the prospects for the fashion industry?
New products and services are emerging which in turn has a positive effect on the acquisition of new customers. New products and services are being created, which in turn is having a positive impact on attracting new customers. By investing in digital skills, fashion companies can significantly improve their business results. For example, previously unknown companies have the potential to become major players – not least through the use of artificial intelligence, which can accelerate the transition to a circular economy and open up new opportunities. Examples include optimising resources and improving design processes.