Applied to many industries, artificial intelligence (AI) offers a great deal of potential to disrupt businesses through creative technologies. More efficient operational procedures, and consumer and business insights that may create a competitive advantage.
In an industry founded on creativity and expression, AI automation initially seemed unattractive for fashion executives. In the next few years, as we enter the age of hyper-digitalization, these applications will create significant changes. It will also generate significant growth and revenue, compared with competitors who use conventional methods.
Artificial intelligence is revolutionizing nearly every aspect of the fashion industry, including design, production, shipping, marketing, and sales.
Currently, a large percentage of fashion stores failing to implement artificial intelligence are at risk of bankruptcy. AI is becoming such an entrenched part of the business of fashion in 2020.
Let’s examine some of the AI applications and how firms use them to enhance their business models.
Designers of apparel
Fashion design has somehow been neglected when it comes to the use of artificial intelligence. However, these services have enormous potential in a society that is rapidly automating its design. Presentation processes in anticipation of the pandemic and, most likely, afterwards.
In relation to the objective of quantifying creativity, it is significantly more difficult to do so, as being prone to lags. Nevertheless, as more and more researchers create new models for creativity, the potentials of this technology become more apparent. The use of artificial intelligence should prove particularly valuable to fashion designers in the near future.
Training increases the generator’s ability to create legitimate images, whereas training increases the discriminator’s ability to detect fakes. The imaginative use of technology in computer-generated images and movements can make computer-generated imagery and movements seem believable (and even aesthetically pleasing) to the audience.
In spite of this, AI can assist with more than just generating new designs. Fashion manufacturers use technology to gather more sophisticated data and gain a better understanding of consumer wants and desires. In order to make better garments and understand the needs of consumers.
Synflux is another company that combines fashion with artificial intelligence. Together they have a project called Algorithmic Couture that they’re working on.
A virtual merchandising platform
I have no doubt you have a closet that is full of items that you don’t wear because of the following: they’re uncomfortable, look cheap, don’t suit your body type, or don’t match your other clothes. Considering how many online businesses utilize photographs that entice us to buy a garment, but don’t necessarily represent it accurately, it is clear that this will always be the case.
Featured in the above paragraph, AI-enabled technologies like augmented reality (AR) and virtual reality (VR) are now attempting to bridge the gap between online and in-store purchases in order to solve the problems mentioned a few paragraphs ago.
A leading analyst estimates that the pandemic will hasten the shift to online shopping by five years. However, I remain skeptical that fashion will ever become completely touch-free: it is quite likely that people will still want to go to malls where they can physically touch and feel real clothes. Utilizing AR and VR solutions in-store can help retailers reach out to this kinesthetic demographic. By incorporating these technologies, retailers can make their shopping experience more enjoyable and immersive for their customers.
With the help of augmented reality technology, fashion brands provide enhanced features to both traditional and online shopping. If you wish to make your appearance complete, you can choose different colors, textures, and styles of shoes, purses, and jewelry. Make sure that you try out different styles, textures, and colors.
An example of this technology is that of the Wanna app, which uses augmented reality technology to allow you to try on various pairs of sneakers before you make your final purchasing decision.
Using the visual search feature
Imagine for a moment that you’re out for a walk when you see someone wearing the most beautiful dress ever. If you want to look like them, but you do not know what brand they’re wearing. Or where you can get it, you’re in trouble. If you search online, all you’ll end up with is a few results that are, for the most part, irrelevant. You’ll still be no closer to finding your new favorite dress.
A visual search feature can be implemented in apps such as Pinterest and Google Photos. Yet only a few of these websites cater specifically to clothing and assist their users in finding more relevant products. Lykdat, for example, is a reverse image tool to find fashion goods by using photographs. In a sense, it is similar to Shazam, but with fashion goods. It is as simple as taking a photo of an item of clothing and getting information about it. Once the algorithm has filled in the information about the item, you will be provided with a list of retailers who sell it.
Improved personalization for customers
Customers are willing to donate their personal information to get a more customized service in a crowded market, because one-of-a-kind, customized advertisements cut through the clutter. Currently, 35% of what people buy on Amazon come from product suggestions based on algorithms of this type.
Nike, as one of the world’s largest athletic footwear and athleisure companies, is unsurpassed in the area of personalization. By offering customers the option to create their own sneakers with the Nike By You platform, Nike has taken personalization to the next level of co-creating sneakers with its customers.
Authentication by automation
Using artificial intelligence algorithms, you can detect counterfeit items more easily as they begin to resemble the real thing. As a result of the use of artificial intelligence (AI) technology by customs and border officials, an increasingly large number of high-profile products, such as handbags and sunglasses, are being authenticated.
The average customer may find it difficult to identify counterfeit items when browsing enormous internet marketplaces. A consumer may have a negative impression of a brand when they buy a product that appears genuine but fails to deliver.
By examining massive datasets and images from numerous online marketplaces, some organizations use artificial intelligence to identify potentially counterfeit products.
Entrupy provides high-value commodities, acquirers, and sellers, with authentication solutions powered by artificial intelligence. Using a combination of Machine Learning and Computer Vision, they provide cutting-edge authentication solutions, as well as a proprietary database. It contains millions of photographs of authentic and counterfeit items collected worldwide.
Luxury goods resellers and buyers employ the platform’s technology to verify the authenticity of handbags. There are accessories from several luxury brands such as Louis Vuitton, Chanel, and Hermès.
Prognostication of trends
Trend forecasting is the process of projecting the future of a market. As such, fashion forecasting is the branch of the fashion industry that is concerned with predicting fashion trends by identifying colors, styling techniques, fabric textures, and the like based on research and consumer opinion.
Product designers utilize the trends forecasted by fashion forecasters to help them design new garments and accessories for a range of businesses.
But an individual fashion trend forecaster would never be able to analyze such a vast amount of data in time for the upcoming season, so by employing AI to handle the heavy lifting, forecasters can use the time to focus on looking for emerging trends in less traditional areas, such as movies, tv, and politics.
Heuritech’s in-house deep-learning technique identifies so-called early signals, which can be used to predict trends. Early indicators include a slight shift in the activity amongst edgy influencers, who are often the ones who bring trends to life.
Trend forecasters don’t just make their forecasts based on social media; many businesses also use artificial intelligence to find new trends. According to Fashion Snoops, for example, artificial intelligence is used to search the internet for new buzzwords, newly emerging terms, and fashion-related trends that could be turned into stylish products.
