Got Generative AI? That’s Why Fashion’s Big Players Like Zalando, Tommy Hilfiger, ASOS, and Stella McCartney Are Leading the Competition!

Published in

Nerd For Tech

6 min readMay 5, 2024

Fashion is a cutthroat world where trends change faster than you can say ‘catwalk’. To stay ahead, brands need more than just stunning designs — they are required to reinvent the customer experience. That’s where AI comes in. Chatbots and virtual assistants have paved the way, offering instant assistance and streamlining interactions.

Think about that luxury jewelry brand that partnered with Master of Code to create a 24/7 support bot — talk about buyer satisfaction! Burberry, Louis Vuitton, the list goes on… they’re all embracing artificial intelligence for better client service. But with Generative AI, we’re entering a whole new dimension. It’s time to ditch those frustrating pain points and transform the way we shop!

In this article, we’re spilling the secrets of six major companies that are using AI to dominate the fashion scene. Get ready to discover how AI is changing the game, from personalized recommendations to virtual styling.

#1. Zalando’s AI Fashion Assistant: The Future of Personalized Shopping

Imagine never having to scroll through endless racks of clothes ever again! Seriously, with Generative AI, online shopping is about to feel like getting your own personal stylist. The numbers don’t lie — artificial intelligence could boost sales by a whopping 5 to 15% and ROI by 10 to 30%! Let’s see how Zalando is making this a reality.

Brand’s AI-powered interactive assistant is changing the game. They built it in record time, and it uses ChatGPT-like technology to figure out one’s exact fashion vibe. Your customers won’t just get any old outfit recommendations; this thing tailors everything to their style. Plus, consumers receive styling tips and virtual try-ons! Forget about generic buying experiences. This is the type of personalized magic that’ll have your buyers ditching your competitors for good.

#2. Tommy Hilfiger’s FashionVerse: Where Gaming Meets Personalized Marketing

Think your outbound campaigns could use a serious dose of cool? With 71% of fashion executives ramping up their budgets in 2024, Generative AI is the tool for staying ahead of the marketing curve. This technology can supercharge trend prediction, personalize ads, and turn shopping into a whole new experience. Let’s take a look at how Tommy Hilfiger is changing the game.

Hilfiger’s FashionVerse blends mobile gaming with AI-powered styling for a completely unique adventure. Players dress up avatars with realistic 3D clothes and compete in fashion challenges. The intelligent solution behind the scenes makes the fabrics and outfit ideas incredibly lifelike. Hilfiger believes this is the future of retail — using gaming as a platform to connect with shoppers and drive virtual purchases. It’s a strategy perfectly tailored for tech-savvy Millennials and Gen Z who love fashion, demonstrating how a fun, interactive experience can totally transform brand perception.

#3. Kering’s AI-Fueled Shopping Assistant: Luxury Sales, Powered by ChatGPT

Forget pushy sellers — Generative AI for sales is transforming how we buy fashion and beauty products. Think of it as getting your own personal shopper who curates product descriptions, finds the best deals, and suggests objects based on what you actually enjoy! With 71% of companies aiming for major sales growth this year, artificial intelligence could be their secret weapon. Let’s see how one luxury giant is taking this tech to the next level.

Kering (the company behind brands like Gucci and Saint Laurent) recently launched KNXT, a shopping experience powered by ‘Madeline’, their AI assistant. This chatbot, built on ChatGPT technology, is like a styling expert in your pocket! It helps you discover the perfect luxury items and even connects to your Web3 wallet for seamless crypto purchases. And for those in the know, KNXT even offers exclusive NFTs from its ‘La Première’ collection — propelling the buying journey into the new era!

#4. ASOS Streamlines Inventory with AI: No More Stockroom Nightmares

Picture this: warehouses that never run out of your favorite items, and shelves that magically restock just as trends shift. In a world where 73% of industry execs worry about unpredictable demand, Generative AI in the supply chain is the crystal ball that keeps things running smoothly. Let’s see how one major online retailer is using AI to get their inventory game on point.

ASOS, the British fashion giant, is ditching guesswork when it comes to stocking their storages. They’ve got an AI system analyzing everything from sales records to what’s hot on social media right now. This super-smart algorithm can pinpoint exactly how many of each item, in each size, they need in distinct locations for the upcoming season. No more missing out on your must-have denim and say farewell to the surplus problem. This is the kind of AI-powered efficiency that holds prices down and those stylish finds flowing!

#5. Calvin Wong’s AiDA: When Sketches Become Fashion Masterpieces

Ready to witness the future of fashion design? GenAI isn’t just about making shopping easier, it’s altering the way clothes are created! In fact, some experts think AI’s biggest impact on the industry might be behind the scenes. Over a quarter of the companies are already using the technology in their design process, and for good reason. Let’s dive into the world of a fashion visionary who’s changing the game with AI.

Meet Calvin Wong and his creation, AiDA. It’s like a digital design assistant on steroids. AiDA takes sketches and rough ideas, transforming them into detailed blueprints, and even suggests improvements. It can analyze past collections, incorporate unique brand elements, and even customize items for individual body types. Imagine never having a creative block again! Wong debuted this incredible tool at the “Fashion X AI” event where it helped develop over 80 stunning outfits.

#6. Stella McCartney’s AI-Powered Mission: Sustainable Fashion is the Future

Fashion has a dirty secret — it’s a major polluter, and 12% of industry leaders are scrambling to find solutions. Generative AI could be the game-changer we need! This tech can decrease fabric waste, predict what people actually want (so brands don’t overproduce), and even allow the invention of unique sustainable textiles. Let’s look at how one iconic designer is leading the way.

Stella McCartney is on a mission to prove that sustainability and style can go hand-in-hand. She’s partnered with Protein Evolution Inc., a company employing artificial intelligence to change how clothes are made. Their latest breakthrough? The world’s first garment created using AI-powered recycling! The technology uses enzymes, designed with the help of AI, to break down old polyester into materials for brand-new fabrics. It’s the type of mind-blowing innovation that can revolutionize how fashion handles waste and reduce its impact on the planet.

Wrapping Up: Embrace AI or Get Left Behind

Okay, let’s get real. Generative AI isn’t just transforming fashion — it’s about leaving brands that don’t adapt in the dust. We’ve seen how it can make shopping more magical, design more efficient, and even help save the planet. If you’re ready to get in on this groundbreaking tech, here’s your roadmap:

Find your AI superpower: What could cause your brand to shine even brighter? Hyper-personalized recommendations? Trend predictions that feel like magic? AI can make it happen.
Partner with the experts: At Master of Code, we don’t just do AI, we understand fashion. We’ll simplify your processes with intelligent solutions, leaving your clients amazed and your employees feeling unstoppable.
Train your fashion squad: We’ll get your team up to speed on this amazing tech, turning them into AI-powered trendsetters and problem-solvers.
Do AI the right way: MOCG helps you build trust by using data ethically and responsibly, protecting your reputation and your customers’ privacy.

Look, the future of fashion is going to be incredible, and Master of Code wants to make sure you’re along for the ride. Let’s harness the power of AI together and create experiences, designs, and a brand presence that blows the competition out of the water!