Fast fashion brands often face a significant challenge: balancing the need for competitive pricing with growing consumer demand for sustainability. While these goals may appear at odds, advancements in digital design, particularly through Digital Product Development (DPD) platforms like Browzwear, are proving to be the bridge to a more environmentally friendly and profitable fashion industry.

This video, produced by the Singapore Fashion Council in collaboration with Lidl & Kaufland, and Browzwear, highlights the game-changing impact of digital product development technology on fast fashion. With Lidl & Kaufland headquartered in Singapore alongside Browzwear’s regional office, the partnership underscores the city-state's growing role as a hub for sustainable innovation in the fashion industry.

About Lidl & Kaufland

As one of the world’s largest retailers with annual profits exceeding $100 billion, Lidl & Kaufland has established a strong foothold in the global market. Over the past decade, their clothing segments have gained popularity among cost-conscious consumers who value both affordability and environmental responsibility.

“Sustainability plays a big role,” says Marie Kloeter, who leads the design team for Lidl and Kaufland in Asia.

To align with these values, Lidl & Kaufland made a significant leap in 2017 by integrating Browzwear’s platform into their operations. This transition from traditional design methods to cutting-edge digital tools has transformed their approach to product development, making sustainability a core pillar of their strategy.

How Lidl & Kaufland Develop 80% of Products with Browzwear

Initially used for developing basic styles, Browzwear has now become integral to Lidl & Kaufland’s entire product range. Today, 80% of their product development is done using Browzwear, covering all categories from menswear, womenswear, and kidswear to lingerie, sportswear, and home textiles.

“At the moment, all textile product groups we create in 3D,” says Marie. “We’ve implemented this across all our product categories.”

This shift is not only about speed and efficiency but also about achieving a trusted fit and reducing environmental impact.

Achieving Trusted Fit and Reducing Waste With True-to-Life Virtual Twins

Browzwear’s platform significantly reduces the reliance on physical samples—a process that traditionally consumes vast amounts of time and generates waste. Offering true-to-life virtual twins enables stakeholders to visualize fabric texture, drape, and movement with remarkable accuracy.

“So when you see the design on the Browzwear platform and compare it to the physical garment, the precision is incredible,” explains Patrick Fok. “The amount of time saved from not having to send samples back and forth is a huge advantage.”

Taking it a step further, Browzwear’s Fabric Analyzer (FAB) digitally measures and simulates fabric properties such as thickness, drape, and stretch with mechanical precision, eliminating tedious manual analysis.

Lena Lim, Chief Commercial Officer at Browzwear, emphasizes the importance of “trusted fit.” This concept ensures that the digital prototype accurately mirrors the physical product, enabling brands to adopt a “buy before you make” approach. This not only reduces waste from overproduction but also empowers brands to produce only what they know will sell.

Speeding Up Approvals and Reducing Time-to-Market

Beyond its design capabilities, Browzwear enhances collaboration across teams, speeding up approvals and reducing time to market.

“Approvals just get much faster because if they don’t like something, they don’t need to create a whole new garment,” says Rian Herzianty, Learning Experience Designer at Browzwear. “They can just change it digitally and see the updates within seconds.”

This streamlined workflow ensures efficiency while maintaining profitability, underscoring why major brands like Nike, Patagonia, and Adidas have also adopted Browzwear into their operations.

Bringing Profit Back Into Companies

Browzwear’s approach demonstrates that sustainability and profitability can go hand in hand. “Sustainability through efficiency and agility actually brings profit back into companies,” notes Lena Lim. “It’s a holistic way of rethinking how we work.”

By reducing waste, reducing overproduction, and enabling precise forecasting of consumer preferences, Browzwear empowers brands like Lidl & Kaufland to remain competitive while taking meaningful steps toward a greener industry.

A Step in the Right Direction

According to the United Nations Environment Programme, the fashion industry is the second-biggest consumer of water and accounts for about 10% of global carbon emissions. While true sustainability still needs to be achieved, Lidl & Kaufland’s adoption of Browzwear’s solutions is paving the way for a more responsible future in fast fashion.

The journey to sustainability in fashion may be complex, but with digital tools like Browzwear, it’s clear that progress is possible—without compromising on profitability or quality.