Fashion brands live and die based on service — whether that is online, in stores or through their factories. However engrained that is in the industry, the forward-thinking Advanced Functional Fabrics of America wants insiders and consumers to recognize the service that technologically enhanced fabrics can provide. Running tights that illuminate when facing headlights, color-changing garments, cellphone-charging fibers, athletic wear equipped to share real-time physiological data and app-powered trade show bags that share personal information are among the Cambridge, Mass.-based group’s projects. Developing fabric as a service or fabric as software is part of its mission. The concept of fabrics as a service as opposed to fabrics as a commodity is going to make the industry think about their business models in a very different way, according to AFFOA chief product officer Tosha Hays. “With subscription models like Rent The Runway, Harry’s and things like that, the consumer’s mind is shifting about how they actually purchase and use goods. The time is right for us to think of fabrics as a service,” she said, adding that services-enriched apparel is more appealing to consumers whet...