Voice® is a global community where every one of us has a vital role. Voice is a community of people from all walks of life, different ages, and backgrounds. Everyone has life experiences worth sharing. We asked Voice, “What new innovations or improvements would you like to see in the world of fashion to enhance your clothing and style experience?” These are 8 of the areas where our community wanted to see innovation.
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1. Sustainable and ethical Fashion.
Sustainability was a recurring theme, reflecting a growing awareness of the environmental impact of the fashion industry. Voice members called for more sustainable practices, including the use of recycled materials, longer-lasting clothing, and local sourcing of materials. Clear labelling that shows the environmental journey of each item was also a key demand. Transparency in the fashion supply chain was a priority. Voice members want to know where their clothing was made and where the materials were sourced, empowering them to make ethical choices. In the spirit of sustainability, Voice members expressed a desire for more recycling options and clothing swaps, as well as greater access to pre-loved items.
"I want my clothes to be as sustainable as possible, with as low a carbon footprint as possible. I also want them to be made without exploitation," Voice member.
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2. Improved online shopping.
Online shopping experiences were under scrutiny. Voice members called for online tailoring services and accurate representations of how clothing would look on different body types using 3D AI models. Voice members showed interest in integrating technology, like augmented reality (AR), into the fashion shopping experience to provide more personalised recommendations and virtual try-ons. This was one of the most prominent themes that emerged from our Voice community, the desire for virtual try-on technology. Voice members expressed a strong interest in being able to input their body dimensions and use AI-powered platforms to visualise how clothing would look on them before making a purchase. This technology would revolutionise online shopping, offering a more personalised and confident experience.
"Is there a way of entering your body dimensions and using AI to see what the clothes would look like on?" Voice member
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3. Clothes tailored to body shape.
Voice members emphasised the need for style advice tailored to their body shapes and how clothes could be adapted as their body shape changed. They want fashion platforms to provide guidance on clothing choices that flatter different body types, acknowledging that one-size-fits-all fashion advice simply doesn’t work in today’s diverse world.
Voice members expressed a strong desire for customisable clothing that can adapt to changing body shapes or personal preferences. The idea of clothing items that can change sleeve lengths or accommodate shifting foot shapes resonated with our Voice community.
"I would like to see tops that include add on such as sleeves or skirts that can be adjusted in length more easily." Voice member
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4. Models of all ages.
Some of our Voice members felt that diversity and inclusivity are gaining ground. However, a significant portion remains on the fence, disinterested in trends or feeling like little has changed. Some attribute this to algorithms tailoring their social media feeds away from fashion, while other Voice members noted that industries targeting older demographics continue to showcase slim models. There was a call for deeper diversity within the fashion industries push for inclusivity.
"Much of the media is still very much focused on young, slim, glamorous and beautiful - with the emphasis on young," Voice member
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5. Quality over quantity.
A recurring sentiment was the preference for high-quality, durable clothing over fast fashion, emphasising the importance of investing in pieces that last.
"I value good quality clothing over anything else. I look for value for money in my clothing and I don’t mind spending more for good quality clothing," Voice member
6. Improved sizing.
Frustration with inconsistent sizing standards across stores was a common theme. Voice members called for more reliable sizing and consistency in measurements.
"Clothes that actually fit properly, and the sizing is more accurate, make a size 8 true and not a size that sounds great but is actually a size 10," Voice member
Inclusivity was a resounding call, with Voice members demanding fashion that is not age-specific and more options for those with mobility issues or disabilities. They urged the fashion industry to move away from traditional gender-specific clothing, especially for children, promoting a more inclusive approach.
Accessibility in fashion, including clothing for people with disabilities and ease of putting on clothes for those with mobility issues, was emphasised as a critical aspect of inclusivity.
"I don't have any mobility issues but I have had family members who have and they shouldn't have to look for specialist shops to buy clothes," Voice member
Photography by Zachary Kyra Derksen on Unsplash
In summary, our Voice community has spoken, and their insights paint a clear picture of what consumers desire in the world of fashion. Sustainability, inclusivity, customisation, transparency, and technology integration, all while emphasising the importance of comfort and quality. As the fashion industry continues to evolve, it would do well to take notice of these valuable insights so they can better cater to the needs and aspirations of their customers of all ages.