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SDBI Director Joachim Schirrmacher Sees Adidas as a Forerunner in Sport Fashion Sector

Digitization will also impact the sports fashion and fashion sectors. On a panel comprising of the Association of Berlin Merchants and Industrialists (VBKI) and the German Apparel Industry Foundation (SDBI) at Berlin Fashion Week, experts discussed the challenges of the future - and why we should look up to Adidas as a role model.

Thanks to its Speedfactory, Adidas aims to turn their design and production into one automated, decentralized and flexible manufacturing process.
Thanks to its Speedfactory, Adidas aims to turn their design and production into one automated, decentralized and flexible manufacturing process.


Sports clothing manufacturers like Adidas already rely on local production and innovative 3D printing techniques. SDBI Director Joachim Schirrmacher believes that Adidas and its “Speedfactory” is a forerunner in this sector: With this offer, he reckons that the sportswear manufacturer could have an advantage of several years over Nike’s “Manufacturing Revolution”, Reebok’s “Liquid Factory” and Under Armour’s “Glory” project.

On the panel (inside out): Claudia Braun (Mercedes-Benz), Joachim Schirrmacher (SDBI), Klaus Wowereit (VBKI), Ingeborg Neumann (Gesamtverband Textil und Mode) und Sebastian Schulze (Fit Analytics).
On the panel (inside out): Claudia Braun (Mercedes-Benz), Joachim Schirrmacher (SDBI), Klaus Wowereit (VBKI), Ingeborg Neumann (Gesamtverband Textil und Mode) und Sebastian Schulze (Fit Analytics).

“Fashion Triggers a Revolution”

On the evening before the Berlin Fashion Week, specialists in fashion, industry, media and economy discussed this theory, among others. The focus was the future of digitization in the world of fashion. In a press release on the event, the VBKI summarized that “fashion triggers a revolution”.

According to Sebastian Schulze, founder of the online size advisor Fit Analytics, shopping in local stores is increasingly becoming a part of the entertainment business. Everything else is progressively bought online and with that, people buy fashion based on their digital experience. “The boundary between online and offline will soon be blurred.”

SDBI Director Schirrmacher recognizes the opportunity that “Berlin is a symbol for 21st century fashion”. What all the panel members demand is that training and education be adapted to new challenges. A new competency center for fashion must be developed.

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