- Artificial intelligence helps fashion brands to understand consumer behavior and demands.
- Spate and Fashable startups use AI information to identify style trends for customers.
- The co-founder of Fashable told BI that he was considering brands and customers using AI for Co-Eveau in the future.
- This article is part of “build it”, a series on digital technology trends disturbing industries.
Artificial intelligence seems ready to change fashion at the speed of blisters. A 2023 report by management consultant McKinsey & Company estimated that generative AI could increase to 275 billion dollars to the operational profits of industry over the next three to five years.
Industry leaders seem just as optimistic. The erase of fashion and McKinsey said that in a survey they had conducted, around 73% of fashion leaders said they were planning to prioritize generator in 2024.
Although the potential is clear, the way forward is still under construction. The opportunity and the challenge of AI is found in its multifaceted nature. AI can be used to improve efficiency and sustainability to identify trends and create new ones – but it requires careful implementation.
“Fashion has intrinsically an enormous accent on creativity, and AI will completely transform the creative process,” said Benjamin Bond, director of the Kearney corporate firm. “When we talk about transformation, we are talking about speed creation, efficiency creation, relevance creation.”
What is the trend?
Yarden Horwitz, a former Google fashion industry analyst who co-founded the Data-Science Spate startup, saw the opportunity to bring AI to industry over ten years ago.
“At the time, fashion brands were still going to store to store the fifth avenue, seeing what was in the windows compared to what was in sales racks,” said Horwitz. “It was a very manual and very defective process.”
Horwitz, alongside his colleague Oliver Zimmer, built the first Google Fashion Trends reportwhich used automatic learning to identify Google search data trends. Jogging pants, bats and midday skirts were increasing; The string bikinis and the skinny jeans were in decline.
Yarden Horwitz, Spate co -founder. With the kind permission of Yarden Horwitz
More reports have followed, covering more subjects and industries. Horwitz and Zimmer left Google to found Spate in 2018. Today, the company uses an AI genetive to increase and extend its analyzes.
“We used AI to identify trends before,” said Horwitz. “But using a generative AI, you can also have these models examined. AI can generate its own models and find recommendations.”
Spate launched a Consumer trends generated by AI In 2023. The company used GPT4 to analyze more than 2 billion research signals in 10 industries, including fashion. He found that buyers wanted the authenticity and the feeling that a product would improve them – but, perhaps paradoxically, celebrities have remained a force in the implementation of consumer trends.
The report on the Spate trend highlighted popular aesthetics such as “Barbiecore” and “Old Money”. Series
Find secret fashion sauce
The use of AI for automated, personalized and targeted reports is promising for many industries, but could be particularly useful for fashion. Bond has said that the emphasis on creativity can lead to catalogs with thousands or tens of thousands of products, the details of which can be difficult to quantify.
Benjamin Bond, director of Kearney. With the kind authorization of Benjamin Bond
“One of the X factors is the endless permutations of how you can create a specific garment. Is it a t-shirt, or is it long sleeves? Is a hem or even a hem? ” Bond said. “It is impossible to identify these attributes through tens of thousands of products.”
He added that AI would allow this “large -scale attribution”. A fashion brand could use computer vision to identify product attributes in all its catalog. Then he could use this data to identify trendy attributes and find correlations in his catalog.
AI can also help with the more technical aspects of large -scale fashion production, such as the choice of a supplier that can offer the best wire for a particular garment or find adjustments to the design of a garment that reduces its cost. Bond said that these attributes are often invisible to customers but can do or break a garment on the market.
“At the very beginning of the design, we will see a tonne of generative AI there,” said Bond. He expects brands with a history of digital design and start of products, like Nike, to exploit the power of AI Generative for fashion design.
Is co-treatment the future?
Fashion Startup Fashable is one of those who build this new breed of tools fueled by AI. Born in 2021 on Xnfy Lab, a research organization that worked with Microsoft to promote innovation in retail, Fashable creates images generated by AI for designers, brands, markets, etc.
Fashable says that their 12 -year -old team leads to AI models to generate realistic clothing photos for customers according to customer information. The objective is to use these images to create styles more likely to sell, reducing overproduction and invent inventory.
The approach of the AI of Fashable also takes up a challenge with creativity. Although it is possible to ask Chatgpt to create a design, reality is not so simple. Fashion companies want a generative AI trained on their data, not data from competitors, to ensure that the results are faithful to their style. Likewise, they do not want their data to be found in the hands of competitors.
“Part of our value is that we form a model for a brand, and the model will only be for this brand,” said Orlando Ribas Fernandes, co -founder Fashable. “We are involved in their data, and this data, and the results of this data, will only be for them.” This method, added Fernandes, “does not contaminate other models of AI”, helping to prevent the violation of the copyright of the brands.
Orlando Ribas Fernandes of Fashable with a dress generated by AI-AI during a retail event. Unsuccessful
Fernandes argued that the objective of using AI in fashion is not necessarily to reduce design costs. “Everyone thinks that AI will be very cheap, and it’s not cheap,” he said. “It’s very expensive.” Fernandes expects the industry to adopt AI to repair its ineffectures.
Many fashion products are sold well below the retail value, while some are found in discharges without ever being worn. This is a massive problem that Fernandes knows difficult to solve. However, he hopes that the generative will lead to fashion which will meet the specific desires of people, in turn reducing the need to create endless varieties in the hope that we will be a success.
“My vision is that the brands will start the co-rearing with the customer,” said Fernandes. “In the future, I would prefer to have a blazer that has been tailor-made for me, instead of something fast fashion. I can start having my own digital wardrobe, and which is produced only for me.”