From Touch to Tech: How World Collective’s Sustainability Hub Could Reshape Fashion Sourcing
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By PAGE Editor
The fashion industry’s sourcing methods are overdue for transformation. While trade shows and traditional systems remain a cornerstone of the business, inefficiencies like post-event follow-ups, incomplete data, and manual sample tracking cost brands both time and money.
World Collective’s Sustainability Hub, set to debut at Bharat Tex 2025, could provide a way forward. Its phygital model—a blend of physical interaction and digital tools—promises transparency, efficiency, and a more streamlined approach to sourcing.
But will it live up to its ambitious claims?
The Phygital Promise
Phygital sourcing bridges the tactile experience of physical inspections with the convenience of digital capabilities. At the Sustainability Hub, buyers can feel textiles in person while scanning QR codes for instant access to data on material composition, certifications, and supplier profiles.
World Collective asserts that this process not only reduces the need for time-consuming follow-ups but also empowers buyers to make better-informed decisions on the spot. A standout feature, the Digital Basket, allows buyers to save scanned materials for review post-event, potentially replacing the clutter of physical catalogs, business cards, and follow-up emails.
For suppliers, the platform provides real-time analytics on buyer activity, offering insights into which products are gaining traction.
As Catherine Roggero-Lovisi, former CEO of Modern Meadow, explains,
“Historically, the industry has been extremely fast-moving. While highly fragmented, it has functioned at a worldwide scale thanks to a network- and relationship-driven approach. Today, it is desperate for change. But the best solutions will be those that can provide transparency and balance efficiency with inclusivity—ensuring no one is left behind in the push for progress.”
What’s at Stake for Brands and Suppliers?
The inefficiencies of traditional sourcing are well-documented. According to McKinsey’s State of Fashion report, factors such as wasted time, miscommunication, and a lack of traceability continue to impede brands striving for sustainability and faster speed-to-market.
World Collective’s phygital model claims to deliver measurable improvements, including:
• Up to 5 weeks shorter sourcing lead times
• $21,000 saved per transaction in administrative and operational costs
• Environmental benefits, including reduced CO₂ emissions and water usage
For brands, these savings could be significant, but adoption will be key. Smaller suppliers, who often struggle with technology adoption, may require additional resources to fully participate.
The key relies on ensuring all suppliers, regardless of size or technical sophistication, can access and navigate it effectively.
Bharat Tex 2025: A Strategic Launchpad
Launching the Sustainability Hub at Bharat Tex 2025—the world’s largest textile trade show—positions it on a global stage. India’s unique combination of heritage craftsmanship and modern manufacturing makes it an ideal testing ground for a model that aims to merge tradition with technology.
However, scaling this approach beyond one event is not without challenges. Expanding to different regions and trade shows will require significant investment in training, infrastructure, and outreach, particularly to smaller suppliers who may lack digital literacy.
Mariana Muhle, Digital Transformation Lead at World Collective, believes the hub’s adaptability is its key strength:
“If the model succeeds at Bharat Tex, it becomes a blueprint for trade shows worldwide. But it’s not just about scale—it’s about creating a consistent and inclusive experience for both buyers and suppliers.”
A Complete Textile Festival
Bharat Tex is uniquely positioned to highlight both innovation and tradition in India’s textile sector. Naren Goenka, Chairman Texport & Chairman Bharat Tex, emphasizes the significance of this platform:
“Bharat Tex will showcase the complete prowess of the Indian textile industry. Global brands and retailers will be able to gain better insights into India’s capabilities as a major sourcing hub and its preparedness to accept the challenges of sustainability. Research and innovation will be presented throughout Bharat Tex, making it a complete textile festival.”
The inclusion of digital transformation initiatives like the Sustainability Hub reflects the evolving nature of the industry—where technology-driven efficiencies can support the sector’s long-standing expertise in craftsmanship and production.
The Bigger Picture: Will It Deliver?
The Sustainability Hub’s success hinges on more than just its technical capabilities. Adoption rates, supplier participation, and buyer satisfaction will ultimately determine whether it can transition from an innovative concept to an industry standard.
While the business case is compelling—with millions in potential savings for brands and new opportunities for suppliers—ensuring digital equity remains a challenge. Smaller players may find themselves at a disadvantage if they cannot keep pace with the technological requirements of the platform.
As Roggero-Lovisi emphasizes,
“The industry is desperate for change. But the best solutions will balance efficiency with inclusivity—ensuring no one is left behind.”
What’s Next?
World Collective’s Sustainability Hub raises critical questions about the future of sourcing:
• Can phygital systems make trade shows more efficient without alienating smaller suppliers?
• Will this model scale successfully across global markets?
At Bharat Tex 2025, the industry will get its first glimpse of whether this hybrid approach can truly deliver on its promise—or if it’s simply the latest in a long line of experiments in fashion’s quest for innovation.
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