Artificial intelligence (AI) is being used by fashion brands to create personalized experiences and stunning designs. By leveraging AI-driven analytics, these brands predict consumer preferences, optimize supply chains, and even generate eye-catching, avant-garde designs. Discover how the companies below are using AI to enhance their offerings.
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Burberry x Google
Burberry has introduced an Augmented Reality (AR) shopping feature via Google Search, allowing users to visualize products like the TB bag or Arthur Check Sneaker in their surroundings using their mobile phones. This AR tool enables customers to see how these items look and fit in their real environment before making a purchase. The initiative aims to enhance online luxury shopping by offering an engaging and interactive way to explore Burberry products digitally.
Chanel x Farfetch
CHANEL and Farfetch have forged an exclusive global Innovation Partnership aiming to merge CHANEL’s luxury retailing expertise with Farfetch’s digital innovation prowess. This groundbreaking collaboration aims to revolutionize the luxury retail industry by integrating technology into customer experiences both in-store and online. Farfetch’s Augmented Retail concept, focusing on personalized in-store experiences and global technology insights, aligns with CHANEL’s vision for an immersive and exclusive customer journey.
Cole Haan x FindMine
FindMine is an AI startup providing an automated product curation and styling platform for fashion brands and retailers, including Cole Haan. The platform uses machine learning algorithms to analyze product data and customer behavior to create personalized outfit recommendations and product collections. The technology drives sales and customer engagement for the brand.
Guess x Alibaba
Alibaba and Guess have partnered to launch a concept store in Hong Kong that uses AI technology to enhance customer engagement. The store features interactive digital displays and smart mirrors that allow customers to try on virtual outfits and purchase items through facial recognition technology. This partnership’s goal is to create seamless shopping for consumers.
Dior x SmartPixels
Dior has partnered with SmartPixels, an AR technology company, to create an immersive in-store experience for customers. SmartPixels uses machine learning algorithms to detect a customer’s movements and projects virtual elements onto their body, such as a dress or coat, allowing them to try different styles virtually. Through their collaboration with SmartPixels, Dior innovatively enhances the in-store shopping journey by enabling customers to virtually try on various clothing items.
Louis Vuitton x Heuritech
Louis Vuitton partnered with Heuritech, an AI startup specializing in trend forecasting, to gain insights from social media data and customer feedback. The luxury brand uses Heuritech’s technology to analyze fashion trends and predict which products will be popular among consumers, allowing Louis Vuitton to create more targeted and effective marketing campaigns and product lines. This partnership allows Louis Vuitton to leverage Heuritech’s AI to anticipate fashion trends, enhancing their marketing strategies and product development based on insightful social media data.
Gucci x Snap
In 2019, luxury fashion brand Gucci partnered with Snap to create an AR-powered try-on experience. The app uses machine learning algorithms to create a realistic 3D model of a user’s face, then overlays virtual versions of Gucci’s sunglasses on top, letting users try on different styles virtually before purchasing. From the Lens, Snapchatters could go straight to Gucci’s website to purchase the product online after their AR trial.
Tommy Hilfiger x IBM’s Watson
Tommy Hilfiger partnered with IBM’s Watson to create a smart clothing line using the power of AI to provide personalized styling recommendations. The line, Tommy Hilfiger Xplore, includes embedded chips that track wearers’ movements and environmental conditions, such as temperature and humidity. This data is then fed into IBM’s Watson platform, which analyzes the information and provides personalized styling recommendations to the wearer through an accompanying mobile app. The app also offers rewards for wearing the clothing, such as discounts and exclusive experiences.
American Eagle x Aila Technologies
American Eagle uses AI in its interactive dressing rooms to enhance the customer experience and provide personalized recommendations. The technology uses computer vision and machine learning algorithms to analyze a customer’s body measurements, skin tone and clothing preferences, to recommend styles and sizes that are likely to fit and flatter them. The interactive mirrors can also suggest complementary items, such as accessories or shoes, to complete the outfit. With this technology, American Eagle aims to help customers find the perfect fit and style, quickly and easily.
ZARA x El Arte de Medir
El Arte de Medir helped Inditex (Zara’s parent company) design and implement programs that leverage data analytics to personalize the customer experience and improve customer retention. The retail giant is using AI to improve the online shopping experience for customers by personalizing the website and making recommendations based on browsing history. They are also exploring AI-powered cameras in stores to analyze customer behavior as well, allowing the company to understand how customers interact with the store, how they move and how they interact with products.
H&M x Google Cloud
H&M has partnered with Google Cloud to improve its supply chain operations and enhance the customer shopping experience. Google Cloud’s data analytics and machine learning capabilities will help optimize H&M’s inventory management, reduce waste, and achieve the brand’s sustainability goals. H&M aims to create a more sustainable and customer-centric business model in the fashion industry with the help of AI.
The North Face x IBM Watson
The North Face used IBM Watson’s natural language processing capabilities to create an AI-powered virtual assistant for its website. The North Face uses Watson to analyze customer data to improve inventory management and create personalized marketing campaigns, and it uses Watson’s computer vision capabilities to enable customers to search for products using images, rather than keywords. This helps to improve the customer experience by making it easier for customers to find the products they are looking for, and also help to increase sales.
Rebecca Minkoff x eBAY
Rebecca Minkoff, a fashion designer, is using AI to create connected stores that enhance the shopping experience for customers. The company has implemented AI-powered mirrors in fitting rooms that can recommend complementary items and provide product availability information. Additionally, Rebecca Minkoff uses AI to analyze customer data to improve inventory management and create personalized marketing campaigns.
Uniqlo x Dentsu ScienceJam Japan & Melbourne University
Uniqlo’s UMood kiosks use AI to recommend clothing items to customers based on their emotions and preferences. The kiosks have a camera that analyzes a customer’s facial expressions and emotions — data then used to make personalized recommendations. Uniqlo is also using machine learning algorithms to predict demand for certain products and adjust inventory accordingly, which can help to ensure that the right products are in the right stores at the right time.