Users’ perception of digital prototypes in Indonesian fashion industry: A qualitative study

Abstract

During pandemic, the fashion industry is facing challenges that put the fashion and textile industry on transformation. Since it is not possible for business to go back to normal later during post pandemic time, hence it might be an opportunity to reevaluate the existing fashion industry, and transform it to a more sustainable and progressive future. Digital prototypes, such as virtual sampling in fashion, are believed to be the solution and it can create new opportunities in sustainability by reducing waste and carbon emission in the fashion industry. However, even though virtual prototypes are proven to make the industry more efficient, there have not been many researches that explore from the users’ point of view. This research aims to identify the perceptions of 2 users groups, Academic Users and Independent Users towards digital prototypes in the fashion industry, including the opportunities, challenges, and barriers that need to be dealt with in order for digital prototypes to help increase the efficiency of the fashion industry on an integrated basis. The finding implicates that there are 4 aspects that influence users’ perceptions towards digital prototypes: Functional Aspects (Visualization, Experimentation, Time ), Financial Aspects (Cost , Materials , Time), Social Aspects (Decision Making, Access, Social Adaptation), and Psychological Aspect ( Self-Efficacy, Confidence, Communication, Impression). Based on the answers of the users, functional aspect plays the most important and crucial role of the users’ perception, whether from academic users or independent users’ point of view.