Do you know how fashion companies are using AI? People often think that fashion and AI can’t go in the same direction, but many companies are using AI to offer a variety of services.
While AI has been used to analyze buying patterns and sales data, starting with trend forecasting, it is now being used in a wider range of fields, from fashion design to product planning, inventory management, pricing strategy, store automation, and customer service.
The market has also seen a gradual expansion in size, with a report from US market research firm Research and Markets predicting that the global fashion AI market will grow from $228 million in 2019 to $1.26 billion by 2024, at a CAGR of 40.8%.
So let’s take a look at how fashion companies are utilizing AI!
#Shop cutting-edge AI technology
In 2022, Amazon opened Amazon Style, a brick-and-mortar apparel store that incorporates AI and other cutting-edge technologies such as IoT. The store only displays sample items with QR codes. If you like something, you can view the product information with the QR code, and the AI will also recommend other clothes that you might be interested in.
If you see something you want to try on, you can add it to a fitting room in the Amazon Shopping app and try it on. The fitting room has a touchscreen so you can see what else the AI recommends, and if you request it, an associate can bring it to the fitting room for you. You can then order the items you’ve selected online. The result is a new kind of space where customers can try on items recommended by AI based on their tastes and trends, and receive personalized service for their clothing.
Similarly, in late 2022, Japanese fashion platform ZOZOTOWN opened “niaulab ai by ZOZO” in Omotesando, Tokyo, an experiential store that offered free styling services to customers who came in by appointment, based on tens of thousands of data points collected and analyzed by AI.
#AI models that were born as “‘Meme’s” also became
Recently, a video called “Harry Potter in Korea” was uploaded, which is a deep-fake video that makes the characters of the movie “Harry Potter” look like the characters of a Korean drama. Generative AI is playing a role in realizing what you imagine.Generative AI is maximizing the appeal of being able to realize what you imagine. This feature can also be utilized in fashion advertising and marketing.
In early 2023, a photo of what appeared to be Nike opening a store atop Mount Everest went viral. It was the “Impossible Store,” created by @ucozyaf with AI. It was a store that could only be imagined
RAL70000 designer Marco Simonetti also used AI to post a collaborative collection between Nike and Jacquemus on social media. The sneakers, bags, and more, created by imagining a pop-up store in the snowy Courchevel, were so sophisticated and stylish that they could be released in the real world.
#Lookbook created with AI
The French brand Casablanca released a lookbook for its SS 2023 collection that was created by AI. The lookbook, which features surreal paintings of Mexican landscapes, was created using a “ Midjourney” rather than actual models and costumes. Of course, 10 people were involved in the planning process, including stylists, lighting directors, and set designers, to make the visual changes.
#AI wears Prada
Since 2018, French luxury group LVMH has been working with Microsoft to build a cloud-based AI platform. Prada, a brand under the LVMH group, is using AI technology to innovate in various fields such as design, marketing, and supply chain management, and is using AI to increase efficiency in the production process.
In April 2023, Prada used AI to create the visuals for its campaign. It selected five of its most popular fragrances, photographed images of them, and used AI technology based on deep learning algorithms to create a campaign video.
#Monitoring counterfeit goods
The fashion industry has long been plagued by counterfeit goods, and it’s not uncommon for luxury goods, fashion brands, and characters to be copied online and offline. Advanced AI technology is the answer to this long-standing problem.
Markvision, an AI-based counterfeit goods monitoring service company, has developed a system that uses AI and machine learning to identify and block counterfeit goods sold online and send proof of content to sellers and distribution platforms. In particular, its automated SaaS system boasts a 99% accuracy rate, making it a unique technology. Recognized for its technology, Markvision currently manages counterfeit goods of global luxury brands such as Tiffany and Louis Vuitton, four luxury brands under LVMH, starting with Gentle Monster.
We’re seeing more and more ways to use AI in the fashion industry, and while we may be worried about how it will affect the industry in the future, it’s possible that the fashion industry of the future will be completely different from what it is today, and instead of perceiving AI advancements as a threat to some jobs, the new technology will create new opportunities for creative people and companies.
Similarly, VIIM is working on ways to help not only AI fashion, but also the real fashion market. Stay tuned for more real-world fashion collaborations inside VIIMApps soon!
Also, if you have any interesting examples of how fashion companies have used AI, let us know in the comments!
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