Kontoor aims for all virtual design in next 10 years
As the world adjusts to new post-covid realities, virtual or 3D design has evolved from experimental to essential, according to denim group Kontoor. The group’s goal is to achieve 100 percent virtual design globally in the next 10 years.
Kontoor said it already uses virtual design for most of its garments in North America and that it has been adapting to virtual or 3D design for years. The approach can reduce waste and environmental footprint because of less fabric sampling and fewer prototypes.
But now, it said, as in-person interactions have become rare, the virtual approach is more useful than ever.
“Fashion is a very tactile industry – some people feel like they need to touch and feel garments. But when the coronavirus hit, it was more difficult to source garments and samples, and we were unable to meet in person,” said Leigh LaVange, Kontoor’s patterns team manager. “We were forced to adapt, but thankfully – because of our previous focus on virtual design technology – we already had the tools ready.”
Jamie Fason, director of merchandising for Wrangler, said the use of virtual design in improving fit has given the brand a competitive advantage, and that it has continued to use the technology as a design, merchandising, consumer insights and sales tool.
“3D is becoming more mainstream and we are finding that the consumer is more comfortable with the technology behind virtual fit rooms, digital stores and interacting with products in a 3D space,” said designer Kaitlin Todora. “We have begun implementing some of these features within select e-commerce channels and will continue to expand as the technology evolves.”
