Fashion has always kept up with technological developments from chrome design to robots walking the Chanel runway. Now the industry is embracing Artificial Intelligence from production process to marketing strategies.


AI in everything

Why Fashion Is Ready For AI Revolution

Cosabella is a brand of swimwear, sleepwear, ready-to-wear apparel and athletic apparel. The previous year signed on with a new artificial-intelligence platform. Thus, it increased email-led sales, doubled its subscription base, and powered large gains in its social-media sales.

“Before this, we’ve struggled with how to use the data we had, how to turn it into insights that could shape not just our marketing, but our products,” says Guido Campello, Cosabella’s CEO. He says now they are using the artificial intelligence and automated marketing platform which track customer behavior, perfomance of products, and popular silhouettes and color patterns to predict future sales. These things help to get essential insights into customers` behavior and needs. “The smarter we get with AI, the longer our customer stays with us. The longer a customer stays with us, the better we get at improving product, fit, fabric and silhouette.” The technology gives crusial marketing insights. As Cosabella`s marketing director, Courtney Connell, says: “The data is showing us trends about what products are most engaging, and that our high-spending customers react better to more emotional appeals, while lower-spenders are more involved in what’s promotional.”


 Are there any drawbacks?

Why Fashion Is Ready For AI Revolution

Why Fashion Is Ready For AI Revolution
Among AI`s advantages like using it almost everywhere including emails, ads, improve product recommendations and e-commerce there are some drawbacks. The point is that it is still a kind of a mystery for ordinary people. “The term ‘AI’ has been co-opted,” said Allen Nance, Emarsys’s CMO. “Everything is AI, but no one knows what it actually can do. And the best part is that, even though data conversations scare people, expectations are sky-high.”

“There is always hesitation around new technology,” – says founder and creative director of agency Four32C and former creative director of Condé Nast Digital  Mark Jarecke. “Brands don’t want to invest without seeing how it plays out in the market. With AI, there is a concern around the lack of experience and expertise. However, these techniques are quite promising. “It feels like we’re at the point where the locomotive is just gaining speed, and soon it will be everywhere.”


AI and marketing

Another example of well-turned use artificial intelligence is the collaboration of IBM Watson and The North Face. They created an online “personal shopper” for new coats which suggest a style depending on a shopper`s personal information like their climate, occasion and location.

Why Fashion Is Ready For AI Revolution

Mainly it is relevant withthe extension of chatbots. Evidently, it allows to gather plemty of data. However, customer-facing AI tools, like The North Face’s partnership with Watson and Tommy Hilfiger’s TmyGrl chatbot, are launched mostly for the PR buzz. Especially as marketers have to put minimum effort in internal fata management. “These companies talk about data as the future still because I’m not sure their infrastructure is ready,” said Nadina Guglielmetti, managing director at Huge. “They’re getting a ton of data and don’t know how to filter it to get the right insights. Plus, CMOs are expected to do everything — PR, marketing, data activations — and there’s so much to know that they don’t prioritize the data side, because it’s not where fashion has traditionally played.”


AI in the future

Why Fashion Is Ready For AI Revolution
Apparently, there are many AI`s benefits for retailers. These include tools reducing return rates or improving product recommendations online. The other one is its subtlety.As Jarecke says: “AI can be used in a subtle way to optimize purchase flow, aid with efficiency and insights and offer more personalized experiences. People often assume AI will just help the consumer. But on the administrative side, they’ll free up staff hours to relocate elsewhere.” Thus, the future might lay in AI`s hands.

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