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As we move further into 2024, the integration of AI in the fashion industry continues to evolve, reflecting mid-year trends and advancements. The fusion of artificial intelligence (AI) and fashion is poised to reach new heights into reshaping the industry and how we engage with style. Several trends are expected to dominate this dynamic intersection, offering exciting possibilities for both fashion enthusiasts and industry professionals.
AI-Driven Personalization:
AI continues to refine its ability to understand individual preferences and styles. We expect to see fashion platforms leveraging advanced algorithms to offer hyper-personalized recommendations, from clothing selections to accessories, based on a user’s unique tastes, browsing history, and even real-time environmental factors.
AI is helping fashion brands customize the shopping experience in ways that were previously unthinkable, providing personalized recommendations based on individual customer behavior, preferences, and shopping history.
For example, ASOS, an online fashion and cosmetic retailer, uses AI to tailor the shopping experience for each user. Their AI-powered system suggests clothing items based on the customer’s previous purchases and browsing behavior, making the shopping experience more relevant and enjoyable.
Another example is of the luxury brand, Zegna. They have taken AI-powered recommendations to a whole new level by suggesting products and outfits to their high-end clientele. The recommendation systems fueled by AI analyze customer data to propose products that echo their style and personal preferences.
2. Virtual Fashion Try-Ons:Virtual try-on experiences are set to become more sophisticated, allowing consumers to virtually wear and assess clothing items before making a purchase. AI-powered virtual fitting rooms will consider body measurements, fabric draping, and movement simulations, providing a more realistic preview of how a garment will look and feel. Some Brands that are offering this facility are : Sephora’s Virtual Artist, Prada, Zalando, Nike Fit, Warby Parker, Lenskart, Cosmo, Yourfit etc.
3. Sustainability Analytics: With sustainability maintaining its importance, AI’s role in evaluating eco-friendly practices becomes even more crucial. AI-driven tools are now more sophisticated, offering mid-year insights into the environmental impact of fashion, helping consumers make greener choices, and pushing brands to adopt more sustainable practices as the year progresses.
4. AI-Designed Fashion: AI-generated designs are becoming more prevalent as we enter the second half of the year. Designers are increasingly collaborating with AI systems to explore fresh patterns and styles. This ongoing partnership between human creativity and machine intelligence is producing collections that challenge traditional fashion boundaries and set new trends.
5. AI in Influencer Marketing: As mid-year marketing strategies unfold, AI continues to refine the selection of influencers. By analyzing deeper metrics like engagement and content relevance, AI ensures that fashion campaigns are more targeted, resulting in authentic and impactful brand-influencer collaborations.
6. Augmented Reality (AR) Shopping Experiences: AR’s integration with AI is enhancing the online shopping experience, especially in the mid-year fashion market. Consumers are now using AR more frequently to virtually try on clothes, making online shopping more interactive and reducing return rates.
Burberry, in celebration of the Lola bag, has launched a new augmented reality (AR) functionality on Burberry.com which allows customers to virtually place a true-to-scale model of the signature bag within their environment.
Users can scan their surroundings with their smartphone to generate the 3D bag which they can position in various live scenarios — whether on a table next to other personal items to understand the size of the product, or against their ensemble to view contrasting colourways, simulating the in-store experience.
The AR viewer also enables customers to explore the intricate details and craftsmanship of the bag before purchase, including the Thomas Burberry Monogram clasp. With a full 360 degree view of the product, features — such as interior pockets — can be easily discovered virtually by opening the bag and exploring inside.
Burberry’s digital teams partnered with Vertebrae, a Snap Inc. company which provides 3D and AR solutions, to produce the new augmented reality assets of the signature bag, allowing multiple variations of the Lola to come to life. Vertebrae uses state of the art 3D capture systems, from photogrammetry to laser scanning, to produce virtual replicas of products that echo the same level of quality as physical items.
Even not so premium luxury brands like, H&M opened its digital doors to its first-ever virtual showroom.
Virtual fashion takes personal expression beyond physical limits — it is now possible to wear even impossible materials.
So, Brands like Burberry, Gucci, and even H&M are continuously experimenting with technologies such as AR to enhance and personalise luxury experiences, blending innovations with activations around the world to create unexpected moments for its communities.
7. Predictive Fashion Trends: AI’s ability to predict fashion trends becomes increasingly valuable as the year progresses. By analyzing ongoing social media trends and consumer behavior, AI helps brands anticipate upcoming styles, allowing them to adjust their collections and stay ahead in the competitive fashion market.
So, What’s next?
Well! Integrating technology into physical garments, “wearables”, is another venture the retail and fashion industry continues to explore for the future. Beginning with the campaign Wearable Tech Collection x H&M LAB in August 2020, H&M tested the market potential for wearables. The campaign involved a classic denim jacket that connects the people with their loved ones even when they are physically separated, with built-in sensors in the shoulder area, that mimic a hug, and in the pocket, to imitate the feeling of holding hands. Users connected via an app, and signals were transferred to the jacket as a touch. Can you believe that?!
The synergy between AI and fashion continues to reshape the industry as we move through 2024. These developments highlight the industry’s commitment to innovation, sustainability, and consumer engagement, making fashion more intelligent, adaptive, and relevant as the year unfolds.
Thanks for reading!
Shubha Joshi, AICI CIP ( www.theimagelaunchpad.com) #imageconsultant #imageconsulting #styling #imagemakeovers #confidence #communication #style
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