The fashion industry, already known for its creativity and innovation, is now adopting the transformative power of AI.
In today’s fast-paced digital age, fashion trends have the potential to spread like wildfire, fuelled by the viral power of social media platforms like TikTok and Instagram and influencer marketing. Top retailers must stay ahead of the curve to meet the consumer demand for the latest styles. Unfortunately, the overproduction of clothing is not cost-effective and significantly impacts carbon footprint.
The first AI led fashion house, FINESSE, was launched in 2021, harnessing the potential of AI technology to replicate fashion looks with stunning realism. The venture has revolutionised the online customer journey, as consumers vote on social media for the looks they would like to purchase before the garments are made. This approach helps in limiting the amount of waste and emissions caused by fast fashion production.
[Image Creds: In The Know]
With its swiftly developed technology, FINESSE scours the vast expanse of the internet, meticulously analysing fashion looks to pinpoint emerging trends before they hit the mainstream. By leveraging AI’s predictive capabilities, the fashion house can make informed decisions and conceptualise designs that align with the imminent wave of popularity.
FINESSE leverages the power of social media to generate designs, collect customer feedback and make design decisions. Their cutting edge AI technology scans social media for trends to create designs. From there, FINESSE will present users with designs on Instagram and they can vote for their favourite. FINESSE uses this feedback to decide which designs audiences are most likely to buy, and produce the selected garments.
(Image Creds: PC Mag UK (2023))
The voting system generates significant buzz on social media, igniting passionate discussions and anticipation around the showcased outfits. As the votes pour in, the competition to crown the winning outfit enhances the audience’s excitement and connection to the brand. This heightened engagement translates into commercial results, with the winning looks becoming highly sought-after and selling out quickly.
While FINESSE remains at the forefront of the fashion and AI convergence, other prominent brands like Zara and Nike have also jumped aboard the bandwagon. These industry giants may not be employing AI to design their entire clothing lines yet, but they have embraced its potential in various aspects. From leveraging AI for trend forecasting to integrating AI chatbots into their customer service, many retailers are making strategic moves to stay competitive in the ever-evolving landscape of fashion and technology.
Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch here.
(Featured Image Creds: Show Off Look At Me GIF By Little Movie)