From Hype to Hyper-Personalization: Fashion and AI
So what does the future of fashion have in store for us when it comes to product design? And how is technology shaping these new experiences?
As brands race to integrate different technology (like AI) into their operations, the challenge is always the same: How can we create seamless experiences that enhance the users digital interaction with brands. As we know add-ons can sometimes be chunky and in your way.
Understanding AI’s Role in Fashion
Before diving into different experiences we need to understand the impact of AI’s in the fashion industry and it’s because its potential in fashion extends far beyond wacky features. As it does in many other sectors, it offers an opportunity to rethink and redefine how brands interact with their customers, creating more intuitive and satisfying shopping experiences. These are some ways AI is looking to elevate online shopping:
Three experience highlights and why they are relevant.
1. Precision in Size Recommendations
One of the biggest hurdles in online shopping is selecting the right size. AI-powered virtual assistants can now offer precise size recommendations by analyzing a customer’s past purchases and utilizing detailed brand-specific information.
So why is this relevant?
- For the brand: Considerably reduces the rate of returns. This benefits both company costs & its associated environmental impact.
- For the consumer: Saves time and increases satisfaction with the brand. It also clearly enhances customer confidence. When customers receive clothing that fits perfectly, it makes them feel good with themselves and impacts the relationship with the brand.
2. Fashion Consultants at Your Fingertips
The trend cycle in 2024 is crazy. You only have to experience the rise, speed (and saturation) of micro-trends. Your average consumer is unable to keep track but brands are a fast-track to keep some updated. AI-driven virtual assistants are being created as a way to recommend products that are trendy, match your style and highlight your best feature, just as a real fashion stylist could.
So why is this relevant?
- For the brand: A new way of showing products that lead to more sales.
- For the consumer: Make faster and better decisions without having to live chronically online. Enhances customer confidence and creativity. Generates a better connection with the brand.
3. Maximizing Existing Wardrobes
In an era where sustainability is key and people are looking to shop less, AI can also helps customers make the most of what they already own. By analyzing a user’s purchase history, virtual assistants suggest new outfit combinations and this could be a new service. Another example is that AI is able to tag your items of clothing by color or category with just a photo like you can do with Indyx — A digital closet stylist
Brands are using these tools to reinforce the customer’s relationship with the brand.
So why is this relevant?
- For the brands: More data on what people current own. Brand awareness.
- For the consumer: A tool that helps them in their day to day and makes them connect with the brand.
Expanding AI’s Reach in Fashion
Beyond enhancing customer experiences, here are other applications:
- Combating Counterfeiting: AI can authenticate products, ensuring customers receive genuine items, thereby protecting brand integrity.
- 24/7 Customer Support: AI-powered chatbots provide round-the-clock assistance, answering queries and resolving issues promptly.
- Optimized Inventory Management: AI helps in forecasting demand and managing stock levels efficiently, reducing waste and overproduction.
A simple conclusion
By focusing on customer needs and leveraging AI to meet these needs, fashion brands can build stronger, more meaningful relationships with their customers. This hyper-personalization is already here — where technology and creativity intersect to redefine our interactions with style and digital products.
This article was done in collaboration with Virginia Venegas.
