Digital innovation has been transforming retail value chains in recent years, particularly in response to the challenge of sustainability within the fashion industry. From raw materials and manufacture tracing to consumer labeling and customization, digital innovations are spurring new levels of connectivity to consumers.

Rapid evolutions in both technology, and consumer and investor demands, are moving some innovations from yesterday’s differentiators to today’s table stakes. Fashion players need digital solutions to address rapidly-changing consumer needs, massive sustainability challenges, and complex apparel, accessories and material supply chains.

And thanks to digital technologies, like radio-frequency identification, near-field communication, artificial intelligence and machine learning, virtual and augmented reality, and blockchain, fashion brands can increase connectivity and transparency while supporting a more circular economy.

With the global apparel and footwear market forecast expected to reach $3.3 trillion by 2030, and an anticipated ecommerce CAGR of 10.2% through 2022, digitally integrated solutions are essential to manage fashion’s scale, complexity, and structural and cost challenges.

Adapting new retail models that prioritize and curate consumers’ needs requires innovation that legacy commerce never has. Fashion brands that offer customers the prescriptive experiences and transparency they crave can win market share. It’s about leaning into a cultural shift, adopting and adapting technology to digitally connect with customers. What’s possible? Better conversion. Fewer returns. Greater productivity. And more sustainable operations that drive a new era in fashion.

Here are four digital connection points transforming sustainable retail and the consumer experience.