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On the 25th and 26th of November 1402, the Tehran Tech Summit 2023 event was held at the Raizen Convention Center. This event took place over two days and in 5 main sections as follows:
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- Digital fashion wash
- NFT exhibition
- speech
- workshop
- Startup competition
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This event took place with the approach and idea of the impact of new technologies on businesses and with the presence of brands from the clothing and retail industries of Iran.
During the TehranTechSummit event, after the press conference, it was time to hold the NFT exhibition. On the big screens of the exhibition hall, the NFT works of domestic and foreign artists can be seen. Next to each work of art, there was a special Qr Code that by scanning it, visitors could get information such as the name of the creator of the work, price and other details related to the same works.
During the conversation of the Komd team with some of these artists, we found out that their initial designs were mostly made in the form of hand sketches, and then they used artificial intelligence or AI to improve the quality of the works.
But the main question is what is the purpose of holding these gatherings and what is the place of these events in the world of fashion and retail industry?
The importance and status of fashion industry events in the world
If you are active in the fashion industry or interested in the world of fashion, you have probably heard many news about the gatherings and events that are held in all corners of the world every day. These events are not only for fun and show off the glamor of the fashion world; Rather, they are important events that are held following the strategy of brands to promote marketing programs and to establish effective communication with experts and attract customers. These gatherings are generally well-received due to the wide publicity and popularity of the fashion industry.
As you know, unfortunately, due to existing restrictions, the void of physical fashion shows in Iran's clothing industry is quite evident.
Despite these limitations, events and gatherings such as Tehran Tek Summit are considered a ray of hope for Iran's clothing and retail industry.
According to the advertisements of Tehran Tech Summit that took place before the event, the main goal of this gathering was to create a space to introduce the latest technologies and their impact on businesses; But due to the presence of members of the closet team to cover the news in this event, our team's observations had contradictions with the goals of the gathering. In this regard, Sarak's closet team decided to have a chat with the officials of some of the brands present in this event and by asking questions about their goals for participating in this event, a clearer explanation of digital fashion washing and the amount of use of artificial intelligence tools in the presented collections. to receive
We are very grateful to Ms. Sadaf Kashani, Mitra Thabit, Aileen Abrishmi and Mr. Mahmoudreza Chamani who answered our questions.
events and gatherings; A platform for effective communication
Dersa Brand Group was one of the brands present in Tehran Tek Summit and one of the sponsors of this event. Darsa brand group, on the verge of entering the fourth decade of its activity, made changes in the visual identity, structure and behavior of the brand, rebranding and created Dal Darsa line. Dersa, which considers itself a pioneering brand in Iran's fashion industry, believes that the age of a new generation has arrived; This generation is creating a new definition in all the values and elements of the fashion industry, and the previous status of Darsa brand was not suitable for this generation. With rebranding, Darsa plans to create a path to enter the lifestyle of this new generation.
The new campaign of Darsa brand named “Embrace of Dal” was presented with a new story from the land of Dal, as a result of which, a selection of the most dynamic products of the world of thought, idea, design, image and art are presented in a new format of leather, color and style. .
Mr. Mahmoudreza Chamani, Darsa brand marketing manager, also had a positive view of the presence of fashion stakeholders in this event.
“Tehran Tech Summit was actually a gathering and gathering of all those who are always concerned about the clothing industry and brought them together with other industries that want to use technology. Considering that the event of Tehran Tek Summit was held for the first time with the purpose of using technology, we were satisfied with the result despite its shortcomings and considering the thinness of the garment industry in Iran.
In the world of fashion and fashion, the support and presence of veteran and highly experienced brands along with new brands is very effective and creates a useful competitive environment. At the Tehran Tech Summit event, the presence and support of well-known Iranian brands such as Darsa, Body Spinner, Mashhad Leather, etc., along with lesser-known brands, promised positive events in Iran's clothing industry.
Mrs. Sadaf Kashani, the design manager of the Wind Spinner brand, expressed the brand's purpose for participating in the Tek Summit event in Tehran as follows:
“Our brand participated in this event in order to find more connections in the field of clothing, and the goal is to finally be able to have their dreams, which is a combination of science and art, together.”
This is where we find out that the purpose of holding such events is an action beyond more sales and recognition for brands, and creating effective communication in the fashion and retail industry is important.
Creating effective communication in the industry is one of the main goals of holding events and gatherings in different industries. An important goal that the Mashhad leather brand had also participated in the event with the same idea, and Mrs. Sabet, the marketing expert of the Mashhad leather brand, told us:
“The main purpose of participating in the Tech Summit event is to introduce Mashhad Leather as a brand that has stepped on the path of digital transformation and intends to use technology in different layers of the organization in the future. In this regard, the Mashhad leather brand has sought to establish an effective relationship with the fashion community and the technologists present at the event.
Digital fashion show, fashion show on a global scale
With the global spread of the corona virus and the policies of distancing and restrictions, digital fashion shows, which were measures and speculations for them before the pandemic, came to the aid of the fashion industry. Digital technology is one of the newest and most popular tools in various industries, which has also been well received in the fashion industry. These fashion shows with their features help brands to showcase their latest collections with lower costs and global reach.
One of the 5 main parts of the Tehran Tech Summit event was holding a digital fashion show. In this section, apart from the Darsa brand and a part of the collection presented by the Mashhad leather brand, the rest of the brands were more like teasers and promotional videos. Of course, after the speeches of the managers and designers of these brands, it was stated that the use of artificial intelligence and AI along with digital tools are possibilities that most brands have taken advantage of, and this was one of the goals of the Tehran Tech Summit event.
Dersa brand digital fashion wash from the perspective of sustainable development
Dersa brand claimed at the Tehran Tech Summit press conference that it will be the first Iranian brand to display its digital fashion show in this event.
The first fashion show aired at the Tehran Summit event also belonged to the Dersa brand, which was broadcast scattered after the speeches of Mrs. Soheila Fethiye, the design manager of the Dersa brand, which was unfortunately one of the weak points of this event. Dersa brand tried their best to use artificial intelligence correctly and optimally to design looks, but this digital fashion wash is far from what is happening in the world.
Mr. Chamani, Darsa brand marketing manager, explained the use of artificial intelligence as follows:
“Using AI and digital fashion from the perspective of sustainable development and seeing a complete look, considering that there are gaps in Darsa's production items and its product portfolio, is a great help to show Darsa for tomorrow. With the help of virtual tools, which Dersa has been moving towards for some time, the customer can test and test the desired item without being physically present in the store, which is a model of sustainable development.
One of the advantages of digital fashion shows is saving money compared to traditional and physical fashion shows, which also helps to preserve the environment intelligently.
Digital fashion show or advertising teaser?!
One of the moments when the members of the wardrobe team were confused was the moment of the digital fashion show of the Body Spinner brand. During the conversation that our team had with Ms. Kashani, she mentioned that the body spinner design team used artificial intelligence and AI in some cases. The body spinner brand does not use all the potential that technology has provided; Of course, it is better to say that none of the brands in our industry use technology correctly. He continued:
“In the design of the Fall-Winter 1402 collection, a number of women's goods were made without having a prototype and were designed only with the prompts that the design team gave to artificial intelligence with the help of IT.
Artificial intelligence helped us a lot in visualizing the showcases, and considering the limitations we had, we tried to optimize and implement them.
Combining the idea of collection with artificial intelligence for photography was also used in the recent collection photography. We wanted to combine the idea of abstract nature with real nature. “
The Bodyspinner brand has named its human character or archetype as a searching character. One of the characteristics of a searcher's personality in today's world and the new generation is the interest, capability and use of digital technology; But in your opinion, to what extent could the digital fashion show of the Bodyspinner brand in Tehran Tek Summit be able to respond to this inquisitive personality?!
Digital fashion washing from the point of view of Mashhad leather brand
Mashhad leather brand, with a long history of producing leather products in Iran's clothing industry, in its fall and winter collection of 1402, took into account the needs of the young generation and the trends of the day, and presented a collection different from what we had seen before from Mashhad leather.
Mashhad Leather explained about its new collection as follows:
“Each person's style and clothing expresses his feelings, personality and identity. Every time you appear in a new group, your style shows your charisma, boldness and uniqueness before anything else. Autumn and Winter Collection 1402 of Mashhad Leather, relying on this theme and with the motto “reflection from within”, we have understood this theme well and with our unique designs, we have tried to reflect the inner feeling of our audience. The digital fashion show of the Mashhad leather brand, pointing to the unique identity of people, was a good representation of the autumn and winter 1402 collection of Mashhad leather.
During the conversation that the wardrobe team had with Mrs. Thabit, the marketing expert of the Mashhad leather brand, she explained how to use artificial intelligence as follows:
“The use of digital tools and technology in general as an advanced tool in various departments of the organization is expanding steadily and purposefully. In the upcoming collection, these tools have been used in forecasting the seasonal trend of fashion, analyzing customer needs, creating initial ideas and producing the required documents with the aim of increasing speed, reducing costs and errors. “
Tagehchian, a tableau of Iranian poetry, motifs and literature
Tagehchian's Creativity House was one of the other sponsors of the Tehran Tek Summit event. Tagehchian brand is one of the most popular and well-known names of Iranian local clothes and clothes, which designs and produces traditional and modern Iranian clothes. White and black colors played a prominent role in this collection, and Iranian patterns, motifs, and literature gave a beautiful look to the clothes. Beautiful and unique designs, inspired by Iranian values and culture, made this collection more attractive; In addition, the brand used artificial intelligence to select the concept, source of inspiration and design of its fabrics, which offered innovative suggestions to the audience.
Among them, there were brands such as 'Aileen Jewelry' who unveiled their new collection in this event; But in addition to expressing their displeasure with the way the event was held, they told the wardrobe team that they had not used artificial intelligence in the design of their collection, which contradicted the main purpose of the event. In the continuation of the conversation with Aileen Abrishmi, we found out that promises were made to some beginner brands to display their works and create an opportunity to be introduced to the labor market in this event, which unfortunately, despite the expenses these people incurred, due to unknown reasons, none These promises were not fulfilled. It was bitter and unfortunate that no significant performance was obtained from the efforts and expenses spent. This is indicative of the instability and lack of trust in the branding industry, which makes great promises, but some of which seem to lead to no visible action. Have these promises been lost or have some problems caused this to happen? This is a question that we still do not know the answer to.
last word
Today, events and gatherings in the world of fashion are not only held for the purpose of more sales, but also to create a suitable opportunity for business owners to interact more, marketing opportunities for brands and creating a suitable environment for the expansion and use of technology are among the reasons for these gatherings.
According to the interview conducted by the magazine “Saark Closet” with the visitors, it was found that the majority of people had a good and positive view of this event and were happy to hold such innovative events in Iran. However, some others believed that there is a need for better planning in holding such ceremonies.
The main point, according to all interviewees, was the meaning of digital fashion in this event, which was defined in a different way. Through this event, the use of artificial intelligence in design was not fully demonstrated and this was criticized by some attendees.
It is hoped that with the existence of concerned and active people, from now on we will see more and better events of this kind in the fashion industry of Iran.
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