Expert interview

8 March 2022

Holistic Strategies for Digitalisation

Digitalisation as a key business factor?
Four questions for the fashion expert Armin Kämmerer

The fashion industry is in a state of upheaval. Which prospects does a holistic perspective offer? What influence do the customers have? Thanks to his many years of experience and his comprehensive expertise, our fashion expert Armin Kämmerer is very close to market developments. Read more in our interview with the SPH Editorial Department.

Mr Kämmerer, a topic that has concerned companies before the Covid-19 pandemic, but at least since Covid, is digitalisation. What is the biggest challenge?
The biggest challenge for the industry is to implement digital transformation in all areas of its corporate culture. This is driven by the use and opportunity of new technologies and their impact. Digital transformation is a tool for companies to protect and align their brand and reputation for the future in uncertain and complex requirements.

Which business units need to be tackled in the course of digitalisation?
It’s not about changes in individual areas, such as digital product development or digital showrooms, networking of machines and production processes (Industry 4.0), cloud solutions, procurement, sales, etc., – companies must accept digitalisation as a central aspect of their business!

What role do customers play in digitalisation?
They play a decisive role in the further development of the digital shopping world. They use digital channels before the purchase, during the purchase process and after the purchase. More and more consumers do not just want to buy a product, but interact, influence, be part of and represent the brand. Adding to this development are topics like sustainability.

What are the prospects for the fashion industry?
New products and services are emerging which in turn has a positive effect on the acquisition of new customers. By investing in digital skills, fashion companies can improve their business results enormously. Thus, previously unknown companies have the potential to become mayor players – not least due to the use of artificial intelligence which can accelerate the transition to a circular economy and open up new opportunities. Examples include the optimisation of resources and the improvement of design processes.

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