How AI Will Revolutionise Fashion Retail
You can't browse the internet these days without encountering discussions about how AI is revolutionising various aspects of our lives — from our work routines to healthcare. However, let’s dive into something a bit more enjoyable and relatable: shopping. With the latest advancements in AI, the retail industry is undergoing a transformation that is not only smarter and more sustainable but also undeniably futuristic. And we’re here for it!
A More Personalised Shopping Experience
While online shopping offers convenience, it often lacks the warmth of a personalised in-store experience. Enter AI-powered virtual stylists. These intelligent assistants don’t just recommend products; they analyse your preferences, upcoming events, and even seasonal trends to curate tailored outfits. For instance, StitchFix uses AI algorithms to create personalised recommendations, while Dutch retailer Omoda’s AI-driven Stylist, developed in partnership with Google, provides tailored outfit suggestions based on your unique preferences.
This data-driven approach enhances the shopping experience while encouraging mindful purchases, reducing the tendency to overconsume.
Enhanced Chatbots for Smarter Interactions
AI-powered chatbots, enhanced by large language models like ChatGPT, are revolutionising how we interact with retailers. These tools create seamless and natural conversations, much like speaking with a trusted stylist. They can handle queries, suggest products, and even assist with outfit planning by considering media inputs like photos or videos of your wardrobe.
Luxury brands like Dior and Balenciaga, as well as high-street retailers like H&M and Nordstrom, are already implementing these advanced chatbots. By offering tailored recommendations and real-time assistance, these technologies help shoppers align purchases with their needs, fostering a more sustainable retail experience.
Try Before You Buy – Virtually
One of the most exciting advancements in retail is the use of AI for virtual try-ons. Through AI-driven photogrammetry, customers can scan their bodies or wardrobes to create highly accurate 3D models. These innovations allow you to visualise how an outfit will look before buying, reducing uncertainty and minimising returns.
Studies show that digital try-ons can increase online sales by up to 94% while significantly lowering return rates. This not only improves customer satisfaction but also reduces the environmental footprint of returned goods, which often require energy-intensive processing or end up as waste.
Retailers are rapidly adopting these technologies. Zalando’s advanced virtual fitting room lets customers create 3D avatars based on their measurements for a more accurate fit visualisation. Walmart’s "Be Your Own Model" feature enables shoppers to upload their own photos to see how clothing items look on them. Meanwhile, Bershka, in collaboration with FFFACE.ME, has launched the world’s first semi-digital clothing collection. This initiative allows customers to enhance specific physical garments with digital elements through an Instagram filter, blending physical and digital fashion experiences in innovative ways.
AI Tackling Sustainability
The fashion industry has long grappled with overproduction, contributing to the 87% of textiles globally that are either landfilled or incinerated. AI offers a game-changing solution by forecasting consumer demand with precision. By analysing shopping patterns and sales data, AI helps brands produce the right quantities, significantly reducing unsold inventory.
Retailers like Selfridges are taking bold steps toward sustainability, with a goal for 50% of customer interactions to incorporate sustainable practices by 2030. Virtual try-ons, resale platforms, and rental models are key strategies where AI plays a crucial role. For example, Selfridges’ initiatives combine AI-driven insights with sustainable retail practices to lead the charge in reducing the industry’s environmental impact.
A Smarter and More Ethical Future
From virtual try-ons to tailored shopping experiences and sustainable supply chains, AI is reshaping the fashion industry to be more efficient, environmentally conscious, and ethically driven. By encouraging mindful consumption and offering innovative solutions to minimise waste, AI is paving the way for a cleaner planet.
Next time you shop, look out for these advancements — and let us know if you spot a new retailer doing something really cool with AI!
[info sourced on forbes.com, marketingdive.com, intelistyle.com and cebasolutions.com | images sourced on canva.com]