As digital product creation strategies mature, a familiar piece of enterprise infrastructure, with a limited audience, is taking on a heightened role – and reaching an expanded community.
Digital asset management (DAM), once largely confined to downstream marketing workflows that trade in fixed-form assets, is now being asked to support a far broader, more complex set of use cases across product creation, especially where 3D is concerned.
This is already changing the way fashion thinks about an “asset,” shifting the emphasis away from static files whose usage on different channels needs to be optimised, and towards the idea of assets being assemblages of living objects whose utility is felt just as much in product creation as it is in marketing and communications.
That same shift is also raising the bar for what fashion and footwear companies want and expect from the systems that manage those assets, and is changing the scope and the pressures placed on the teams that interact with them across the newly-extended scope of the product journey.
Exploring this redefinition of digital assets, DAM processes and platforms, and the growing talent base that interacts with them all, is the focus of ‘DAM x DPC: Unleashed’, an upcoming webinar hosted by AVP on 12th May, bringing together industry voices — including our own Editor-in-Chief’s, as host — to explore how digital asset management and digital product creation
As Kara Van Malssen of AVP put it in our recent podcast conversation:
“We have to stop thinking about assets as finished files, and start thinking about them as objects within a system — things that have relationships, dependencies, and ongoing value across the lifecycle.“
Kara Van Malssen
Instead of simply serving marketing and e-commerce teams, Kara and her team (and AVP’s clients and partners) are seeing DAM systems being drawn upstream, into design workflows, material libraries, and collaborative environments where decisions are made months before a product reaches the market.
Most fashion organisations now have some form of 3D or digital product creation capability in place, with proven gains we’ve charted year on year. But scaling those gains, and extending them across the value chain, depends on how effectively digital assets (and the interrelationships between the components that make them up) can move between systems, teams, and use cases.
More than just communicating finished items, the potential of combining DAM and DPC lies in turning digital assets into shared, reusable foundations for decision-making across the entire product lifecycle.
What this webinar will cover
This session will explore how organisations can rethink DAM in the context of DPC, and what it takes to build a more integrated, future-ready digital ecosystem. Sessions and topics will cover:
- How the role of DAM is shifting from downstream distribution to upstream enablement.
- The growing importance of metadata, component relationships, and object-oriented thinking.
- The role of DAM in scaling DPC initiatives beyond isolated use cases, and validating more of the original promise of digital product creation.
- Candid, practical perspectives from thinkers, brands, and experts who don’t have everything fully figured out, but who spend a lot of time thinking about what comes next in digital workflows across design and development.
Hosted by AVP, the session will bring together technology experts, industry figures, and The Interline’s own research and analysis for a grounded look at where DAM fits within the next phase of digital transformation.
