by 
In boardrooms across the fashion industry, conversations about 3D technology adoption have moved from “if” to “how.” Yet, as technology leaders working with global fashion brands, we’ve observed that even the most innovation-minded executives face legitimate challenges in this transformation. This isn’t a story of resistance – it’s about fashion leaders confronting unprecedented technological complexities that challenge the very foundations of how fashion is created, presented, and sold.
“As the vice chair of 3D Commerce at the Khronos Group, I’ve spoken with many brands that are using 3D for apparel design internally, but have yet to make the transition to using the same content for product visualization for the end consumer. Patagonia, for example, has been creating 3D garments with Browzwear to reduce the need of physical samples during the design phase, saving cost while also addressing sustainability. The challenge now is matching the look of traditional photography using those CAD models. They need to have high quality 3D materials, an additional step that requires the expertise of artists to achieve the necessary levels of realism.” ~ Mike Festa
The Investment Equation
Perhaps the most pressing challenge facing fashion leaders is quantifying the return on 3D technology investments. While virtual product creation and digital showrooms have shown promising results in early adoptions, many struggle to see beyond the initial disruption to their existing workflows. The challenge isn’t just about proving ROI – it’s about understanding how 3D technology fits into the broader ecosystem of fashion retail.
Blending Old With New
Perhaps no challenge is more tangible than integrating 3D technology with existing systems. Most established fashion brands have invested significantly in traditional infrastructure—photography studios, sample production, and established workflows. The question isn’t simply about adding new technology; it’s about evolution versus disruption.
Many brands we work with are exploring hybrid approaches, where 3D technology complements rather than replaces existing systems. This allows for gradual transformation while maintaining operational stability—a crucial consideration for businesses where seasonal demands leave little room for major disruptions.
Decision Paralysis
The 3D technology ecosystem presents fashion leaders with a paradox of choice. Multiple vendors offer various solutions, each promising to solve specific challenges. This abundance of options, while beneficial for innovation, creates genuine concerns about tool proliferation and integration complexity. Brands feel overwhelmed by the variety of 3D experiences and vendors available, often having been burned by previous technological investments that proved costly and ineffective.
The AI Question
The emergence of generative AI has added another layer of complexity to technology investment decisions. Many fashion leaders find themselves wondering whether to prioritize AI or 3D investments, uncertain about how these technologies might converge or compete.
This isn’t a binary choice. Early experiences suggest these technologies can be complementary, each serving distinct purposes in the digital transformation journey. The key is understanding their respective roles in your brand’s digital evolution.
Building Without Blueprints
Even when convinced of 3D’s potential, fashion leaders face the challenge of creating a clear digital transformation strategy. Without established industry blueprints, brands struggle to develop comprehensive implementation plans that combine 3D technology with existing systems.
The lack of clear best practices and proven integration strategies makes it difficult to move from interest to action.
A Roadmap To Tomorrow
“At Super DNA, we’ve built a platform to streamline the content creation process and maximize the return on investment with assets that can be used for multiple purposes. In addition to generating traditional 2D images and video, we also integrate with many enhanced 3D experience providers, including Virtual Try On (VTO), configuration, and personalization. Our seamless integration means that brands can experiment with different ways of engaging their customers without needing to re-create 3D content.” ~ Mike Festa
As we observe the industry’s evolution, several insights emerge:
- The journey to 3D adoption isn’t linear. Brands finding success are those willing to learn and adjust their approach based on real-world experiences.
- Integration complexity varies significantly based on existing systems and processes. Understanding these nuances is crucial for realistic planning.
- The technology landscape will continue to evolve. Building flexibility into digital strategies is as important as the specific tools chosen today.
- Cross-functional collaboration becomes increasingly important as technology touches more aspects of the business.
Momentum Forward
Over the past five years, I’ve had the privilege of working alongside industry giants like Amazon, Google, Meta, Snap, and Wayfair, directly engaging with the leaders driving 3D transformation. These companies have already solved key challenges and laid a clear path for brands and large retailers to leverage 3D technology. My experience working alongside them has given me a clear sense that the groundwork has been laid, and now it’s time for others to benefit from this innovation. ~Jatinder Kukreja
While we can’t offer a universal blueprint for 3D technology adoption—given its rapidly evolving nature—we can share what we’ve learned from working with brands at various stages of this journey:
- Start with understanding: Before pursuing specific solutions, invest time in understanding how 3D technology might serve your unique business needs.
- Embrace iteration: Consider treating digital transformation as a series of informed experiments rather than a single, comprehensive change.
- Build adaptability: Focus on creating systems and processes that can evolve with technology and market demands.
- Maintain perspective: Remember that digital transformation is a journey, not a destination.
The fashion industry stands at a crucial inflection point in its technological evolution. While the challenges are real, they’re not insurmountable. The key lies not in finding perfect solutions, but in building the capability to evolve alongside technology while staying true to your brand’s core values and objectives.
Jatinder Kukreja is founder & CEO of SuperDNA 3D Lab
Mike Festa is CTO of SuperDNA 3D Lab
More from AR Insider…
