Cultura e società digitali

Digital fashion: this is how artificial intelligence will contribute to the recovery of the sector – Digital Agenda

Digital fashion and Artificial Intelligence: according to McKinsey’s Report “State of Fashion 2022: An uneven recovery and new frontiers”, Among the strategic indications for 2022 companies it clearly emerges that it is necessary to leverage new technologies for the recovery of a sector that has suffered more than others from the pandemic.

AI, in particular, will be able to make a difference in several areas this year: from the management of supply chain e from the logistics at the new frontiers of metaversodal social shopping up to management e data enhancement for new scenarios of sustainability and circular economy.

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Digital fashion and AI: predicting new trends and reducing the environmental impact

In addition to the traditional support related to the world of marketing, sales and pricing, AI can help companies in the fashion sector starting from the possibility of leveraging data to predict new trends, through solutions of Machine Learning able to influence the design and development of new products based on consumer preferences.

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Predicting trends in the world of fashion is the work of creatives and designers who, today supported by new technologies, can also make a significant contribution to themes of environmental impact.

Suffice it to say that every year around 70 billion unsold garments are discarded globally with a growth rate of 6% per year. Not only that, from production to distribution, the fashion industry ceases 10% of carbon emissions and between 10 and 20% of pesticide emissions.

The possibility of planning production in the fashion sector in line with consumer expectations can therefore also lead to an important environmental impact.

And in this space, solutions such as Style which uses artificial intelligence and machine learning to help fashion brands predict demand, spot trends, manage inventory and make better business decisions.

Digital fashion: from online fashion shows to the metaverse

In the world of fashion, it is not only processes that count, but much of the success of brands is also linked to presentation of collections and products, which before the pandemic often took place with real media shows. Due to the limitations imposed by the virus, the parades have turned into digital shows also open to a wider audience.

In Italy, the home of fashion, to address the limitations posed by the pandemic in recent months, Accenture and Microsoft have collaborated to develop and provide a digital platform to support the first Milan Digital Fashion Week of the National Chamber of Italian Fashion.

The platform made it the key moments of the Milan Fashion Week are digitalhelping to support sales campaigns and maintain relationships within the sector, to face the new challenges posed by the current market context.

Brands, emerging stylists and industry professionals were able to use the digital hub to interact with buyers, media, influencers and consumers around the world through an engaging and multi-channel experience, which included chats, video conferences, bots, completely virtual holograms and spaces.

Thanks to AI, in addition to digitizing physical events, completely digital online shows can be invented from scratch, the first forms of metaverse in the fashion world. Diigitals is using new technologies with 3D models to find new ways to present the creative projects of brands and create bonds with new consumers, especially on social media.

AI to optimize pricing and fitting

Artificial intelligence can also help brands identify right pricing policies according to different situations and moments of consumer spending. Just think that Amazon uses AI mechanisms to recalculate prices every 10 minutes, aligning them with customer demand or market changes.

Even the processes of purchasing goods and products in the fashion world see new ways of digital interaction, following the explosion of e-commerce during the pandemic. TrueFitwith 82 million customers, helps consumers a find the perfect size in their online purchases: by combining customer data with information relating to the sizes of the various brands, the AI ​​solution allows buyers to quickly find the garments that best suit their size and their tastes.

The solution Virtusize instead it helps fashion brands to create virtual sizing tools to increase customer satisfaction and reduce returns. Through a virtual dressing room, online retailers can present their products and allow consumers to try them digitally to see not only how they look, but also find the right size thanks to artificial intelligence.

AI also allows customized solutions to meet the needs of increasingly demanding consumers who require a unique relationship with brands. The historic Italian company Ferragamothanks to Cloud Computing and Mixed Reality technologies and the Hevolus “Augmented Store at Home” platform, today offers its customers an innovative service for the choice and customization of the Tramezza men’s footwear collection, available in-store or online through an immersive and very high resolution experience.

The world of fashion represents an area of ​​great exploration and innovation for new technologies, in particular for artificial intelligence. XNFY Lab is a platform where you can experiment with new ways of applying AI in the fashion world, allowing startups, retailers and tech companies to discuss new solutions capable of making the fashion sector increasingly “trendy” and able to attract new consumers , with a strong inclination for environmental sustainability.


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