Released in The Interline’s DPC Report 2024, this executive interview is one of a nine-part series that sees The Interline quiz executives from major DPC companies on the evolution of 3D and digital product creation tools and workflows, and ask their opinions on what the future holds for the the extended possibilities of digital assets.
For more on digital product creation in fashion, download the full DPC Report 2024 completely free of charge and ungated.
Key Takeaways:
- DPC offers compelling ROI: The business case for 3D and DPC is strong, delivering significant returns through faster product development, reduced waste, increased sell-through rates, and improved supply chain agility. Integrating DPC across the organisation and key systems maximises productivity and efficiency.
- AI is Fashion’s New Power Tool: AI is transforming the industry by automating repetitive tasks, allowing designers to focus on what they do best: create. The future is about leveraging AI for speed, efficiency, and scale.
- Building the Foundation for a Digital Future: A robust digital foundation, built on standardized data and pattern-accurate 3D assets, is essential for maximising the value of DPC and AI. This foundation is the bedrock for a future where decisions are made with confidence using a “digital twin.”
In a difficult climate for fashion (and retail in general) new and ongoing investments in tech and talent-intensive initiatives like digital product creation can be harder to justify. Do you believe the business case for 3D / DPC is strong enough? And how is that business case evolving to meet a changing industry?
Craig Planson: The business case for DPC is sound. The compression of the product development cycle has strong ROI by itself. Reduction in returns and samples combined with increased sell through rates drives multiples in return impact. Add Supply Chain diversity and consistency and the justification is significant. The critical components are to unify the organizational silos and secure buy in for change so the full impact can be realized. Organization’s want to do more without adding headcount. Integration with key systems is critical to maximising productivity. There are many mundane steps that are repeated and take time. We have captured a library of these steps and built integrations and automated plays to reduce time.
Fashion has always struggled with waste, but there are two forces making the industry’s legacy of material, time, and process waste a more acute challenge than ever: the difficult economy, and the drive towards sustainability. What’s your take on how DPC can help manage those billions in lost revenue, and assist in mitigating the industry’s environmental impact?
Kristen Ohlsson: Many companies are already experiencing the benefits of integrating digital development processes into their go-to-market cycles. They’re achieving shorter lead times, significantly reducing sampling waste, and minimizing production errors by improving digital collaboration and co-creation with vendors from the outset. These advancements are also starting to address return rates by tackling fit issues earlier in the process and driving greater fit consistency across their supply base.
However, significant revenue losses still stem from overdevelopment and missed market opportunities. Companies that have taken the additional step of overcoming tech sprawl and building a strong foundation of organized data and digital assets are positioning themselves with even greater advantage of connected digital ecosystem. By integrating market data into their digital workstreams, these organizations can react more quickly to shifting trends, reduce inefficiencies, and scale operations without increasing overhead. These capabilities will be essential as brands face continued pressure to capture consumer demand amidst cautious spending and navigate ongoing supply chain disruptions heading into 2025.
From a purely financial point of view, every industry sector is under pressure to identify where AI can help automate processes, deliver savings, accelerate existing initiatives, free up skilled resources – or a combination of all four. As one of the key technology players in both the creative and technical sides of fashion, what’s your perspective on the near-term value of AI and how to realise it? And how is that philosophy showing up in Browzwear’s products and services?
Craig: AI is clearly changing everything. All four of the efficiencies are relevant and we are hearing customers assess and action them. Everybody is looking for speed and scale and AI is a big piece. We are hearing customers expressing caution on some of the creative components due to legal and regulatory concerns. Most of the focus has been on automating repetitive processes, which AI is exceptionally good at. We have built several AI driven automations to drive scale in the short run and building key ecosystem partnerships with best of breed solutions. We very much believe that an open approach and willingness to cooperate with the strongest players is critical. AI is changing rapidly, and our customers will work with multiple AI technologies. We need to embrace bringing relevant partners into our ecosystem efficiently.
One of the biggest promises of 3D has always been to shorten the distance between having a creative idea, and being able to visualise and articulate it. The value of that proposition is probably stronger today than ever, with cycle times shrinking, and creative and technical teams being put under increasing pressure. What does the next stage of that promise look like? How can DPC, potentially with the help of AI, give a growing spectrum of users the freedom to create quicker?
Kristen: The next phase of digital development must evolve by integrating AI-driven automation and predictive tools. Repetitive tasks such as material application, colorway generation, and managing changes across collections can be streamlined, allowing designers to shift their focus toward understanding consumer trends and driving innovation. It’s not just about designing and creating faster; it’s about equipping apparel professionals with the right data and feedback to design with intention—meeting specific consumer needs and making well-informed decisions.
This approach enables teams to dedicate more time to critical milestones, ensuring that each product aligns with market demand, resonates with consumer preferences, and meets quality and sustainability standards. The ultimate goal isn’t just speed; it’s precision—developing the right products with greater confidence in their success in the market.
A lot of what fashion wants or needs to accomplish in 2025 and beyond is going to rely on data and digital assets – those are the common building blocks that 3D, AI, and automation strategies will be built on top of. How should brand and retail businesses be thinking about building those foundations? And what role will pattern-accurate 3D assets play?
Craig: It is critical that brands, retailers, and manufacturers have a sound digital foundation. Everybody should be developing data standards and creating an archived data process for their design assets. This dataset will be essential to leveraging AI in the future. The more organized the data and the larger the data set, the more impactful AI initiatives will be. We are strongly recommending that our customers capture all of their digital design assets in a centralized location. It is essential that these assets are true digital representations of the final product. Fit accuracy and the integrity of the assets have strong correlation to the performance of the style. The winners will unify all of the DPC and performance data to make faster decisions that drive higher sales and stronger margins.
To realise the long-term vision for a complete “digital twin,” it should be possible for any decision across the extended product lifecycle to be made based on a digital representation of the physical asset, with total trust. Which of those decisions do you think meet that high bar today? And which do you believe has the furthest distance to travel?
Kristen: Today, digital twins are transforming upstream product lifecycle decisions by reducing physical samples and enabling faster approvals. They allow companies to confidently decide print and graphic scale across sizes, fit and grading, and overall design aesthetics.
To fully realize the long-term vision of a digital twins, we must address both technological and human aspects of decision-making. Technologically, while we’ve made great strides, replicating the nuanced physical behaviours such as true soft body dynamics across all sizes, is still imperfect. While the gap can be bridged by leaning on known product expertise, I’m excited to see the advancement we’re making in this space.
Equally important is the tactile nature of the apparel industry. Even after years away from the industry, I still instinctively reach for a fabric’s hand feel when shopping, a reminder that trust isn’t built on visuals alone. Digital twins must address both practical and emotional needs of the professionals interacting with them.
By understanding how different personas—designers, technical teams, manufacturers—make decisions we can bridge the gap between the digital and physical worlds. Staying focused on this balance is key to unlocking the full potential of digital twins.
