3 ways AI is transforming the fashion industry
Artificial Intelligence is rapidly evolving and is already used in many different industries, including the fashion sector. From driving sustainability to analyzing customer behavior, AI is transforming the way fashion is produced, marketed, and consumed. Let’s look at how exactly AI benefits fashion brands and what Cappasity is bringing to the table.
AI makes the design process much faster and more efficient
Fashion brands need to consistently keep up with the latest trends and predict customer preferences for the next season. Machine learning technologies have the power to produce and combine data from thousands of images, which can be used to detect trends in such a precise manner that would not be humanly possible for a designer. Some fashion brands use this data as a source of inspiration, or even to propose outfit designs.
A great example of such AI application in fashion is Tommy Hilfiger’s ‘Reimagine Retail’ project. By using an AI-based tool and an archive of Tommy Hilfiger runway and product images, FIT students created multiple designs, which included patterns, colors, and styles entirely generated by AI. The project illustrated how AI can help designers identify upcoming trends and improve the design process.
AI helps fashion brands drive sustainability
According to an IBM study, 84% of consumers say that sustainability is very or extremely important to them when choosing a brand. AI has the power to help fashion retailers reduce unnecessary waste, water use in production, pollution, and carbon emissions. To give you an idea, Stella McCartney partnered with Google Cloud on a joint pilot project that drew on the tech giant’s machine learning and cloud-based data processing portfolio to help clean up the fashion industry’s supply chains. In particular, the brand used AI to measure key environmental metrics when producing their garments, including greenhouse gas emissions, land use, and water consumption.
AI helps to analyze customer behavior and increase engagement
AI is particularly useful when it comes to gathering and analyzing data about customer preferences. This data can then be used for the enhancement of shopping experiences. For instance, the fashion marketplace, Depop, uses AI to improve the way it delivers personalized recommendations to consumers. The e-commerce platform, Rent The Runway, predicts the fashion items a consumer might like best with the help of machine learning. Interestingly, AI is also helping them to identify users who are abusing the service, logging damages to clothing and how often a user might ‘lose’ an item.
How Cappasity’s AI analytics benefits fashion brands
Cappasity is the first end-to-end solution for fast production, easy embedding, and powerful analysis of 3D/AR content. Our enterprise clients are provided with access to an AI-based analytical system that allows them to study consumer behavior on a website or a mobile app. For example, Cappasity AI helps brands measure consumers’ engagement — they can track all consumers’ interactions with your 3D Views, like rotating items, zooming in, etc. The solution also provides Average Interaction Time, which allows you to measure the impact of 3D Views on Time on Page and, consequently, on sales.
Additionally, Cappasity AI generates a heatmap (Zoom map) for every product, illustrating each customer’s interactions with product 3D Views. Using these heatmaps, you can conduct A/B testing to improve your product packaging by comparing and analyzing the reactions of different focus groups.
It’s also possible to extract specific data about consumers’ behavior and preferences using Cappasity AI. Each 3D View uploaded to a website is matched with corresponding tags, allowing you to extract specific data for different audience segments. For example, you can see how consumers of a certain age react to a specific product category. This is helpful when analyzing the behavior of different audiences and their reactions to certain products or product categories. It makes your data about customers’ behavior even more informative. The extracted data is also useful for launching marketing campaigns effectively targeted at different audiences.
Contact our team at support@cappasity.com to integrate immersive content into your catalog and use our advanced AI-powered analytics system.
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