Artificial Intelligence (AI) is one of the greatest technological trends of recent times. By using machine learning and other tools, AI has been applied in many different areas of the market, and fashion is no exception to it.
Through its advances, this idea has brought numerous innovative solutions to the market, including the textile one, and there is still much to be explored. Based on what is already known about AI, it is possible to create processes and study the fashion market, consumer behaviors, production methods and consumption patterns, among several other important points.
In 2019, 75% of major fashion retailers were already using AI and Big Data to create their collections.
With the pandemic this has increased: fashion retailers that account for 90% of the sector’s growth in this period have had a successful shift to digital platforms and data usage.
Consultant McKinsey & Company claims in her research that decisions in floor stock made this way have reduced inventory costs by up to 15%, increased physical sales by 10% and digital sales by 30 to 50%.
What is it for?
Consumers have a lot of data collected: from likes on social networks (e.g. Instagram and Pinterest), consumption profile, location, previous purchases, etc. They are used to predict fabrics, colors, pieces that came into fashion and this also extends to the entire beauty market.
Major makeup brands are already using augmented reality to facilitate digital shopping, making it possible to experience products virtually. As the customer experiences it, they mine data: store consumer preferences and various other elements. These have already been used to create new products and open new factories and better located stores.
There Was One (TWO), a brand owned by e-commerce giant Farfetch (Portuguese unicorn), already uses data from what consumers look for on the site to create data-driven collections.
The use of data can bring efficiency in production and trade, reducing the use of fossil fuels in cargo transport and delivery, predict sales and avoid wastage of inputs, leading to the consumer feeling more pleased.
Unfortunately, this also contributes to passing trends, which can reduce the creativity of designers “creating homogeneous collections, without identity”, encourages the production of ‘disposable’ clothes and consumerism, and makes it difficult for small entrepreneurs to enter the market.
Intelligent Algorithms
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