Purpose The purpose of this paper is to show how 3D digital technology can bring value to the fashion industry by analysing the specific benefits it offers along the value chain. Additionally, the authors show some of the challenges ahead identified for both software and fashion firms. Design/methodology/approach The authors present by means of a case study the experience of an haute couture designer who used 3D digital technology – in collaboration with a recognised 3D software company – for developing his first luxury footwear collection. Findings The enhancement of creativity and a better communication with suppliers are just some of the benefits identified in the case study from the use of 3D digital technology. In addition, challenges such as the development of a digital culture or the need for technology simplification are drawn from the case. Practical implications Apart from the benefits and challenges drawn from the case study, which can be useful to practitioners in this industry, the authors also identify the collaboration through which the experience took place as an interesting practice to implement as a previous step of a digital transformation strategy. Originality/value Despite the growing interest the fashion industry is showing in the use of new digital technologies, academic research on this topic is still scarce. Therefore, the case study presented in this paper adds value to the literature showing how 3D technology can help fashion from concept to consumer.

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During the past decade the fashion industry has changed dramatically. It is entering the most complex and sophisticated business situation seen so far. Tough strategic and managerial challenges continuously test fashion companies' strength. Thus, in order to continue progressing in the industry, future managers should be very well prepared to deal with this complex situation and trained so they can make the correct decisions in all the trade-off choices they will encounter. Bearing in mind this complex situation for the industry, our fashion business school advocates the use of the case method as the main educational tool in all the programs offered. Used first by Harvard Business School and now used in almost all the best business schools worldwide, this method is a very effective educational tool that presents great challenges faced by real companies and encourages the student to adopt the role of the company's decision-maker. The main objective of this paper is to introduce the benefits of fashion business education using real company cases, as well as to recommend this as a reliable learning method for this industry. To do this, we will: (1) explain what this method is and how it should be used in order to be effective, (2) explain why we consider the use of this method to be relevant, particularly in fashion business education, (3) share both our experience as a fashion business school-through teaching and writing fashion company case studies-and the feedback provided by some of our former students, most of them working in executive positions in major fashion companies. In addition, we will encourage the publication of new cases that present real challenges currently faced by companies in this industry. We believe that sharing business experiences can be a very good way for us all to contribute to ensure the whole industry functions well.