Sylwia Szymczyk, digital innovation leader at Timberland, part of VF Corporation (market cap: $8.36 billion), has helped drive an impressive 34.67% stock price increase over the past year. As a recognized Top 3D Modeling Voice on LinkedIn, Sylwia will be speaking at the upcoming Metaverse Fashion Summit during Metaverse Fashion Week 2024. In an exclusive interview with The Magazine, she discusses harnessing innovation through startup partnerships, digital strategy, and cutting-edge technologies like Web3 and AI to shape the future of fashion.
Digital Strategy & Innovation
People focus too much on great visuals or technology, while the critical point is : HOW TECHNOLOGY SOLVES MY PROBLEM? And IS THIS THE PROBLEM?
I see so many fashion-tech startups delivering products and services that are completely missing the point, trying to solve problems that do not exist or solving problems that exist, adding additional complexity to the process. Keep it simple, be clear about the pain and solution, and use only what you need; do not overdo it.
I barely see startups delivering solutions for the product development process. I know it is much less sexy than marketing visuals, but this is where companies can gain the most significant value. We are losing billions on physical samples, garments that are dropped on the way, and collections that miss market demand. This is a huge gap, and who will be able to fill it, will be a winner.
I see a huge potential in the image to video. And in AI-generated 3D assets. Both are solving important problems and automating workflows that manually require days, if not weeks, in the case of animations.
Change Management is non-existent in the fashion industry, and we can't blame our workers. They are afraid of unfamiliar technology. If we cannot take them on board, we will never achieve ROI. People are able to spend much more time and energy refusing change than they would on learning new skills.
Product Lifecycle Management (PLM) & Sustainability
PLM is at the core of the communication and fashion company value chain. Today, even smaller fashion companies are using simplified PLM systems.
I see some significant updates, including seamless connections with 3D software or data preparation for use in DPP.
Data standardization is probably the most needed update today. Generating Excel sheets with reports is not enough. Also, seamless integrations with innovative systems are a necessity.
Use of AI & Machine Learning
I envision companies having their own AI models, which would help them assess demand and design garments that answer market needs while preserving their brand DNA. Also, AI needs to optimize the supply chain. We have too many offices and overlapping responsibilities, which often lead to contrarian decisions in the same matter.
There is a whole new way to provide experiences to our customers thanks to AI-enforced marketing campaigns - customers could have personalized dashboards, receive notifications about products they are interested in, and convert our marketing efforts much better.
In the EU, we have stringent laws around privacy, so I wouldn't be too afraid of that. However, it isn't very clear to hear about privacy concerns from people who are publicly sharing every minute of their lives on social media, and this is what is mostly happening today.
If we are talking about AI models approved in the EU, all of them used publicly available data in their training - and all services available in the EU have a privacy policy you accept once you subscribe to the service.
Every person I have talked with loves personalization! This is why many customers are moving to buying directly from Instagram, for example - marketing is personalized, so what you see is what you are looking for and want to buy.
All models that are working on demand prediction, connected to GenAI agents, can make trend research much faster and better.
Web3, Crypto, and Blockchain
I don't know if customers are ready for Metaverses or XR, at least not in Europe. After COVID, I see young people (who are the target in this case) are willing to go out and meet other people in person even more than before. We need to re-invent those experiences to connect them much better to real life instead of focusing only on gamification.
I see them more useful in luxury, where owning a digital certificate can lead you to participate in an exclusive owners club, which can give you the opportunity to attend events and be the first to know about the newest products or experiences.
I am not a crypto expert enough to answer this question.
Future of Fashion Industry & Gen Z Influence
GenZ says they are about sustainability, but they are still the biggest consumers of brands like SHEIN. Young people don't care much about the label; they want to change style often and be always on top of what is trendy, and they don't have a considerable spending force. Delivering them garments that they can use in different ways and configurations can be a good approach, as can delivering experiences after they buy the garment.
Also, being able to deliver sustainable garments at the right price point and with enough fashion is the way to go - and technology can help with that a lot.
Digital Product Passport is the greatest opportunity we have in this field. We can (and must) share complete information about our supply chain, but we can also deliver innovative experiences to our customers and engage with them for longer.
A mix of AI and 3D is the future. Today, we are experiencing genAI hype, but it will calm down soon, opening the doors to mixed workflows that combine the best of both technologies.I believe the only way to be prepared for big fashion companies is the creation of internal ventures - people who innovate can't also work on business-as-usual tasks. Still, they definitely need to know the company and its needs working on them before.
Innovation through Startups and Partnerships
I see Hyran Technologies and Heuritech finding product-market fit. They both deliver what fashion needs.
I would love to connect with startups working on the supply chain or product development process.
I skip the fluff and look for solutions that are solving real problems.
I honestly haven't seen enough accelerators or incubators for fashion tech. The ones I have seen are delivering insufficient basic services to lead startups to get funds. What is missing is a warm introduction to investors and the connection between tech people and fashion creatives - fashion tech startups NEED both. Relying on few surveys to validate idea is not enough, you need deep knowledge from traditional fashion processes, while without technical knowledge you cannot understand opportunities to streamline or enhance processes in a scalable way.
Vision & Leadership
Open Innovation and connections between fashion companies, startups, and research centers are today's big opportunities. You need to know inside-out fashion processes to innovate them, but gaining insider knowledge from the tech world and other industries is the only way to go if we want to bring innovation home.
Innovation can lead to completely new business models in fashion, such as on-demand manufacturing at scale or personalized marketing campaigns. There is a lot to adjust in the outdated fashion industry, but until we see a company that "made it," it's impossible for innovation in fashion to become mainstream.
We need to stop gatekeeping and share experiences, pains, and solutions—there is no one-solution-fits-all, but we have to share our pains to help tech companies provide us with the right ones.
- In your opinion, what are the key factors driving successful digital transformation in today’s fashion and retail industries?
People focus too much on great visuals or technology, while the critical point is : HOW TECHNOLOGY SOLVES MY PROBLEM? And IS THIS THE PROBLEM?
I see so many fashion-tech startups delivering products and services that are completely missing the point, trying to solve problems that do not exist or solving problems that exist, adding additional complexity to the process. Keep it simple, be clear about the pain and solution, and use only what you need; do not overdo it.
- Which areas of digital strategy do you believe are most critical for brands looking to differentiate themselves in a competitive market?
I barely see startups delivering solutions for the product development process. I know it is much less sexy than marketing visuals, but this is where companies can gain the most significant value. We are losing billions on physical samples, garments that are dropped on the way, and collections that miss market demand. This is a huge gap, and who will be able to fill it, will be a winner.
- What digital innovations have most excited you recently, and how do you see them reshaping the industry?
I see a huge potential in the image to video. And in AI-generated 3D assets. Both are solving important problems and automating workflows that manually require days, if not weeks, in the case of animations.
- What challenges do you think are most common for companies during digital transformation, and how can leaders best navigate these?
Change Management is non-existent in the fashion industry, and we can't blame our workers. They are afraid of unfamiliar technology. If we cannot take them on board, we will never achieve ROI. People are able to spend much more time and energy refusing change than they would on learning new skills.
Product Lifecycle Management (PLM) & Sustainability
- How do you view the role of Product Lifecycle Management in creating more efficient, sustainable, and responsive product development?
PLM is at the core of the communication and fashion company value chain. Today, even smaller fashion companies are using simplified PLM systems.
- Are there any recent advances in PLM technology that you believe are game-changers for the industry?
I see some significant updates, including seamless connections with 3D software or data preparation for use in DPP.
- How do you envision PLM systems evolving to support more sustainable and transparent supply chains?
Data standardization is probably the most needed update today. Generating Excel sheets with reports is not enough. Also, seamless integrations with innovative systems are a necessity.
Use of AI & Machine Learning
- What role do you think AI will play in shaping the future of fashion and retail, particularly in areas like design, supply chain, and customer experience?
I envision companies having their own AI models, which would help them assess demand and design garments that answer market needs while preserving their brand DNA. Also, AI needs to optimize the supply chain. We have too many offices and overlapping responsibilities, which often lead to contrarian decisions in the same matter.
There is a whole new way to provide experiences to our customers thanks to AI-enforced marketing campaigns - customers could have personalized dashboards, receive notifications about products they are interested in, and convert our marketing efforts much better.
- Could you share any personal insights on the ethical implications of AI use in the industry, especially regarding data privacy and customer personalization?
In the EU, we have stringent laws around privacy, so I wouldn't be too afraid of that. However, it isn't very clear to hear about privacy concerns from people who are publicly sharing every minute of their lives on social media, and this is what is mostly happening today.
If we are talking about AI models approved in the EU, all of them used publicly available data in their training - and all services available in the EU have a privacy policy you accept once you subscribe to the service.
Every person I have talked with loves personalization! This is why many customers are moving to buying directly from Instagram, for example - marketing is personalized, so what you see is what you are looking for and want to buy.
- In your opinion, which AI applications hold the greatest potential to transform the industry within the next few years?
All models that are working on demand prediction, connected to GenAI agents, can make trend research much faster and better.
Web3, Crypto, and Blockchain
- How do you personally view Web3 technologies and their potential to impact the fashion industry?
I don't know if customers are ready for Metaverses or XR, at least not in Europe. After COVID, I see young people (who are the target in this case) are willing to go out and meet other people in person even more than before. We need to re-invent those experiences to connect them much better to real life instead of focusing only on gamification.
- Do you see digital assets, like NFTs, as a valuable tool for enhancing customer engagement, or are they more of a trend?
I see them more useful in luxury, where owning a digital certificate can lead you to participate in an exclusive owners club, which can give you the opportunity to attend events and be the first to know about the newest products or experiences.
- What excites or concerns you about the intersection of crypto and AI? Do you see these technologies converging in ways that could reshape consumer behavior or brand loyalty?
I am not a crypto expert enough to answer this question.
Future of Fashion Industry & Gen Z Influence
- What shifts are you seeing in the way Gen Z approaches fashion, and how are you adapting to meet these new demands?
GenZ says they are about sustainability, but they are still the biggest consumers of brands like SHEIN. Young people don't care much about the label; they want to change style often and be always on top of what is trendy, and they don't have a considerable spending force. Delivering them garments that they can use in different ways and configurations can be a good approach, as can delivering experiences after they buy the garment.
Also, being able to deliver sustainable garments at the right price point and with enough fashion is the way to go - and technology can help with that a lot.
- How do you view the role of technology in meeting Gen Z’s expectations for transparency, social responsibility, and sustainability?
Digital Product Passport is the greatest opportunity we have in this field. We can (and must) share complete information about our supply chain, but we can also deliver innovative experiences to our customers and engage with them for longer.
- In your opinion, how should brands prepare for the future of the fashion industry? Which tech and digital advancements are most likely to drive that future?
A mix of AI and 3D is the future. Today, we are experiencing genAI hype, but it will calm down soon, opening the doors to mixed workflows that combine the best of both technologies.I believe the only way to be prepared for big fashion companies is the creation of internal ventures - people who innovate can't also work on business-as-usual tasks. Still, they definitely need to know the company and its needs working on them before.
Innovation through Startups and Partnerships
- What are some of the most promising innovations or startups you’ve come across lately that you think could have a major impact on the industry?
I see Hyran Technologies and Heuritech finding product-market fit. They both deliver what fashion needs.
- What’s your approach to partnering with startups or investing in new technology? Are there certain qualities or sectors you prioritize?
I would love to connect with startups working on the supply chain or product development process.
I skip the fluff and look for solutions that are solving real problems.
- How important do you think accelerator and incubator programs are for discovering new talent and technology in the industry?
I honestly haven't seen enough accelerators or incubators for fashion tech. The ones I have seen are delivering insufficient basic services to lead startups to get funds. What is missing is a warm introduction to investors and the connection between tech people and fashion creatives - fashion tech startups NEED both. Relying on few surveys to validate idea is not enough, you need deep knowledge from traditional fashion processes, while without technical knowledge you cannot understand opportunities to streamline or enhance processes in a scalable way.
Vision & Leadership
- Finally, what do you see as the biggest growth opportunity for fashion and retail in the digital age? How do you approach leading a team toward that vision?
Open Innovation and connections between fashion companies, startups, and research centers are today's big opportunities. You need to know inside-out fashion processes to innovate them, but gaining insider knowledge from the tech world and other industries is the only way to go if we want to bring innovation home.
Innovation can lead to completely new business models in fashion, such as on-demand manufacturing at scale or personalized marketing campaigns. There is a lot to adjust in the outdated fashion industry, but until we see a company that "made it," it's impossible for innovation in fashion to become mainstream.
We need to stop gatekeeping and share experiences, pains, and solutions—there is no one-solution-fits-all, but we have to share our pains to help tech companies provide us with the right ones.