Digital co-creation is an innovative approach that allows brand teams to collaborate in real-time and virtually with MAS, fostering genuine product collaboration among global stakeholders. This method keeps teams continuously connected, enabling them to explore new ideas, share insights, and ideate seamlessly using advanced digital tools and workflows. While it champions a digital-first way of working, it also values the craftsmanship of product development and recognizes the importance of in-person engagement. However, successful digital co-creation requires more than just technology; it hinges on building trust and strong partnerships among all participants.

In our pursuit of excellence, we adhere to the motto "simplify to amplify," strategically leveraging 20% of available resources to achieve 80% of the results. By creatively relooking at how we utilize technology, we empower our colleagues to make informed decisions while enhancing engagement through gamified experiences that incentivize participation. Our structured digital workflows enable teams to operate at their own pace, fostering a collaborative environment. These workflows also address legacy processes by providing visibility, instant feedback, and improved tools, which collectively create a seamless experience. This approach fuels creativity and innovation, ultimately resulting in better products for our consumers and customers.

Being a 'Digital Changemaker'

The success of our digital co-creation initiative is fundamentally rooted in the people who champion its adoption and acceptance. Being a digital changemaker means embracing technology with a mindset focused on shared growth and success. Early on, we recognized the need for colleagues who genuinely believed in our mission, and we empowered them with the tools and resources necessary to develop workflows that suited their needs. By celebrating these achievements, we established a “sandbox” environment where others could trial, explore, and learn about co-creation. This cultural shift fostered a collaborative spirit, allowing a dedicated group of design, technical, and product professionals to lead this innovative approach alongside our customers.

The Future of Digitalization in the Apparel Industry

The apparel industry is steadily shifting towards a digital-first approach to product development. The pandemic created a surge of interest in digital solutions, but as we return to normalcy, the initial hype is being tempered with more mindful considerations. Brands, vendors, and suppliers are now more thoughtful about enhancing their digital capabilities. This wave of digitalization is transforming the entire value chain, evident in stores, e-commerce platforms, and even within the metaverse.

As brands explore new ways to develop products digitally, we see a gradual adaptation to new processes driven by a digital savvy generation of designers and fashion executives leading the industry to a more integrated and forward-thinking future.

Harnessing Digital Tools for Product Co-Creation

In today’s digital landscape, numerous tools are available to enhance product development, and we strive to remain tool and tech agnostic by building talent and processes that can effectively utilize various platforms. At the core of our digital product creation is 3D software, with MAS currently employing Browzwear, Clo, and Optitex. These advanced platforms, when combined with the workflow we have created, enable us to transform physical product patterns into digital garments within hours – sometimes even minutes – depending on the complexity and teams involved.

Additionally, we possess strong material digitization capabilities, exemplified by the MAS Scan Hub, the world’s first digitally accredited material digitization center. This facility allows our product organization to seamlessly onboard any material into the virtual workspace for product creation. To further enhance collaboration and efficiency, we utilize a range of platforms for review, showrooming, and teamwork. Tools like Embodee, Clo-Set, Stylezone, and Miro provide user-friendly interfaces and foster a collaborative environment, enabling our partners to engage effectively with us throughout the product development process. Together, these tools and capabilities position us to innovate and excel in the digital realm.

Representing MAS at the PI Apparel New York Forum

The PI Apparel New York Forum is a vital global platform for exploring the digital strategies and technologies that are advancing the apparel industry. It brings together manufacturers, vendors, brands, and thought leaders to discuss pertinent topics within the fashion, apparel, and footwear sectors. At the 2024 forum, the MAS delegation shared insights on the latest digital tools, processes, and market opportunities.

Last year, I had the opportunity to speak about “Winning with Digital Co-Creation: A Playbook for True Product Collaboration”. During the session, we delved into how the convergence of technology, digital workflows, and cultural transformation is enabling unprecedented real-time collaboration in product development. Through practical case studies we illustrated how brands and vendors are adopting digital-first processes, utilizing AI tools, and embracing collaboration to co-create products across global supply chains, enhancing agility and cost-effectiveness.

Our ongoing participation in PI Apparel has not only deepened our understanding of the industry but also helped us forge meaningful relationships that are crucial to advancing our digitalization journey.

In Kaveen’s words;

"Speed, price and sustainability must no longer come at the expense of creativity and design genius. Our digital first playbook unlocks a winning mindset and returns for all by bringing together best in class tech, talented MAS changemakers and leveraging the long-standing trust between us and our partner brands."