From Physical to Phygital: How PLM Supports the Growing Market for Digital-First Fashion

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The fashion world is no stranger to evolution, but the current shift from traditional physical fashion to phygital — where physical and digital worlds meet — is truly groundbreaking. From virtual runways to digital twins, the rise of digital-first fashion is rewriting the rules of the industry. But how do fashion brands keep up with this new frontier? Enter Product Lifecycle Management (PLM).

The Rise of Digital-First Fashion

Digital-first fashion refers to clothing and accessories designed and tested in a digital space before ever hitting the physical world. Think 3D renders of garments, digital samples, and even virtual clothing for online avatars. This approach allows brands to move faster, reduce waste, and respond to trends more efficiently.

Fashion giants like Balenciaga and Gucci are already experimenting with digital fashion drops and AR (augmented reality) try-ons. Meanwhile, smaller brands are using 3D design tools to launch collections with minimal upfront costs and environmental impact. It's a clear sign that digital-first is not just a trend — it’s the future.

The Phygital Connection

Of course, while digital fashion is thrilling, most brands and consumers still crave the tactile experience of wearing actual clothes. That's where phygital comes in: the seamless integration of physical and digital experiences.

Imagine ordering a jacket you saw in a digital showroom, then receiving it in real life, customized to fit perfectly. Or owning a digital version of your new sneakers that you can wear in the metaverse. Phygital bridges the gap, bringing the best of both worlds together.

Where PLM Comes In

PLM is the backbone of this transformation. Traditionally used to manage the entire lifecycle of a product — from design to production and beyond — PLM has evolved to support digital-first strategies too.

Here’s how PLM empowers brands going phygital:

• Centralised Collaboration: With remote work and global supply chains, digital collaboration is essential. PLM solutions let teams share 3D designs, iterate faster, and align on every detail — no matter where they are in the world.

• Digital Samples: Physical samples are costly and time-consuming. PLM platforms enable designers to create and review virtual samples, drastically reducing the need for multiple prototypes.

• Data-Driven Decisions: PLM systems provide insights into materials, costs, and consumer preferences. This helps brands refine their designs to better meet the demands of digital-first consumers.

• Sustainability: By minimising physical sampling and focusing on digital assets, brands can reduce their carbon footprint — a growing priority for both consumers and regulators.

Embracing the Future

The move from physical to phygital fashion isn’t just a passing phase. It’s a new chapter in how fashion is created, shared, and experienced. With PLM as the foundation, brands can navigate this exciting shift confidently — making smarter decisions, delighting consumers, and setting the pace for what’s next.

So, whether you’re a startup dipping your toes into 3D design or an established label exploring the metaverse, remember: embracing digital-first fashion doesn’t mean leaving the physical world behind. With PLM, you can have the best of both — and lead the charge into the phygital future.

Ready to learn more about how PLM can help you thrive in the digital-first fashion era? Visit our website for more insightful topics and stay ahead in the phygital revolution!