Fast fashion has become a subject of controversy. Avid clothing shoppers and fashion connoisseurs turn to “fast-fashion” offerings because they are wallet-friendly, or big-box stores often sell them at sale prices. But do you know most of these items end up in landfills?
A staggering 92 million tons of textiles are dumped in landfills each year because they are hard to recycle. The broken business model, in which the brands are supposed to forecast the number of garments they need to produce depending on how many clothes they believe customers will purchase, is to blame.
Artificial intelligence, however, has the potential to reshape the fashion industry. A recently published article in Fast Company reveals this—no wonder brands have started integrating it into their day-to-day operations.
In this blog post, we’ll explore how AI is making life easier for fashion brands, helping them meet the demands of the modern consumer.
#1 Trend Forecasting
Fashion trends change at a rapid pace. That makes it difficult for fashion brands to predict consumer preferences. Serving what your customers seek is important, however.
AI is revolutionizing this aspect. It predicts the next big thing by analyzing vast amounts of data.
Fashion influencers play an important role in shaping trends and consumers’ buying decisions. A recent study published in ResearchGate found that people younger than 25 are most likely to follow fashion influencers to stay up to date on the latest trends.
Analyzing each influencer’s profile on social media sites to find out what’s in vogue is impossible. AI, however, has simplified this. It crawls social media sites like Instagram to identify trends. This helps brands understand what styles they should market first.
Not only social media sites, but AI can also slither e-commerce sites and figure out which pieces of clothing or apparel are the most visible.
Leading fast-fashion companies like Zara and H&M have already turned to AI to forecast tomorrow’s trends, analyze historical data, track inventory levels, and understand future client demand. This gives them an edge over others, helping them stay ahead of the curve.
#2 Launching an Online Store
Data shows that the fashion industry accounted for about 20% of total online retail sales in the U.S. in 2023. Experts predict that the online fashion retail sector can generate $219 billion dollars in sales by 2029.
Businesses that engage in fashion e-commerce typically have an online store so that consumers can shop for clothing, accessories, and footwear conveniently. Some of the best-selling stores in the U.S. are Amazon, Shein, and Walmart.
An online store is, therefore, a must-have for every fashion brand. Earlier, building an online store was a back-breaking task since it required significant technical expertise and financial investment. But AI has made the process much simpler and easier.
These days, AI website builders can build online stores in as quick as five minutes. Businesses just need to share a bit about themselves with the AI wizard and it will put together a store right away. Using AI tools, however, doesn’t limit businesses’ ability to customize their stores. They can change the layout, color palettes, fonts, or other elements once the store is ready.
The benefits of using AI store builders are plenty. According to Hocoos, it saves time and money compared to traditional methods. It further elaborates that AI store builders have a user-friendly interface that allows brands to build their stores without design skills or complex coding. Moreover, the stores are mobile-friendly.
#3 Virtual Try-Ons
An article published in Time found that roughly 40% of shoppers return their online purchases, primarily due to sizing concerns. This is not only a costly nightmare for retailers, but also a hassle for shoppers.
Google’s recent publication has disclosed that 42% of online shoppers do not feel represented by photographs of models. Moreover, an estimated 59% are dissatisfied with an item they shopped for online because it appeared different to them than expected.
One of the significant challenges in online fashion retail is the inability to try on clothes. AI, however, solves this problem through virtual try-on technology. Using augmented reality (AR) and AI, customers can see how clothes will look on them without actually trying them on. This reduces the likelihood of returns and increases customer confidence in their purchases.
Zara has already leveraged this technology to enhance the online shopping experience. AI-powered virtual try-on solutions of Zara allow customers to visualize how garments will look on them without physically trying. This helps enhance the shopping experience while lowering return rates.
Undoubtedly, AI is a game-changer for fashion brands since it equips them with tools and insights that drive innovation, streamline operations, and enhance customer experiences.
AI use cases in the fashion industry aren’t limited to trend forecasting, launching an online store, or virtual try-ons. It extends beyond that. AI can further help fashion brands personalize shopping experience, manage inventory, and optimize supply chains. Ultimately, it is making life easier for fashion brands while also enriching the shopping experience for customers.