By Eva Fydrych
AI Virtual Try-on
Photo courtesy of StyleScan
"One of the few certainties in fashion is that nothing stays the same, and the opportunities offered by technology are continuing to evolve." - McKinsey & Company
As some of you may know, the subject of fashion and technology sparked my interest many years ago when I was living in Singapore. The smartest city in the world, according to the IMD’s inaugural Smart City Index, has been at the forefront of innovation, introducing state-of-the-art technologies in both its public and private sectors for a while now.
During my fashion days in Asia, I had an opportunity to take part in the most prestigious events in the region, get involved in some exciting projects, and meet a lot of talented, visionary people. I could clearly see how the world of e-commerce, social media, and fashion retail would undergo a massive transformation and never be the same.
2012
Then there was a memorable meeting with Philip Ross, a UK-based futurist, author, speaker, and advisor on the new world of work. Philip specialises in predicting the impact of emerging technologies on the way we will work, shop, learn, consume leisure, and live (and he's been pretty accurate with the majority of his predictions, which has helped him establish his position as one of the most sought-after experts in the industry and gain the attention of international organisations such as JP Morgan Chase, Facebook, Microsoft, BBC, and many more).
During my meeting with Philip and his team (which took place on the stunning rooftop of Marina Bay Sands - make sure you put it on your travel bucket list when you visit Singapore), we discussed everything from Asian fashion to the rapidly changing landscape of technology that was just about to take over the world and create a lasting impact on the industry.
It was more than 10 years ago, in September 2012, and my biggest regret is that we never actually went ahead with some brilliant ideas that we had discussed back then. Technology has not only revolutionised the way that global fashion companies do business, but it will continue to disrupt the industry and have a tangible impact on business results in many years to come.
Image by mrsiraphol on Freepik
Luminous Body and Ice Dress (Photo courtesy of SOMARTA)
2023
Fast forward to 2023 and one of the hottest topics of this year: Artificial Intelligence has been increasingly used in the fashion industry, particularly in the aspect of design. AI-powered systems have the capability to analyse vast amounts of data, such as trends, customer preferences, and historical sales data. This enables fashion designers and brands to make more informed decisions about designing new collections and predicting future trends.
AI can also assist designers in generating new and unique designs. Through the use of algorithms, AI can create various design options based on specific input criteria such as colour, fabric, style, and target audience. This helps designers explore innovative concepts and create customised designs at a faster pace.
Additionally, AI has been used in virtual fashion try-on technologies. By employing computer vision and augmented reality, AI can enhance the online shopping experience by allowing customers to virtually try on clothes and visualise how different outfits would look on them before making a purchase.
Overall, just as we predicted many years ago, AI is revolutionising the fashion industry by making design processes more efficient, improving customer experiences, and enabling designers to stay ahead of evolving trends.
Image by Lifestylememory on Freepik
"Looking ahead, the impact of technology on people’s lives may accelerate. By 2024, AI-generated speech could power more than half of human interactions with computers, McKinsey analysis shows. Soon after, more than 75 percent of enterprise-generated data could be processed by cloud or edge computing. This offers a more flexible, scaleable foundation on which brands can potentially build their tech offerings. By 2030, more than 80 percent of the global population is expected to have access to 5G networks, enabling, among other things, faster connectivity and data transfer across Internet of Things devices." - McKinsey & Company, State of Fashion Technology Report 2022.
StyleScan
One American company is taking virtual try-on technology to a whole new level. StyleScan's AI-powered styling software, now available on the Shopify App Store, enables on-model creation for fashion brands. Supplying clients with a large selection of royalty-free body images (that feature all sizes, body types, and ethnicities), this innovative visualisation tool takes care of everything from pre-production to client-facing merchandising and ultra-realistic, top quality on-model imagery.
StyleScan software works with both 2D and 3D images of apparel, accessories, jewellery, and footwear.
Some of the main benefits of using StyleScan include:
- accelerating speed-to-market
- having a competitive edge over other retailers
- drastically reducing production costs
- becoming more sustainable
- engaging consumers in a highly personalised shopping experience
- virtually styling clients and helping them to make more precise choices
- creating personalised fashion look books & product catalogues
- saving time and resources by producing unlimited digitally dressed model images (without physical photoshoots)
The future of fashion is set to be revolutionised by virtual try-on technology, as it brings numerous benefits and opportunities to the industry. Virtual try-on allows consumers to virtually try on clothing and accessories through augmented reality (AR) or virtual reality (VR) platforms, without physically trying them on. This technology has the potential to transform the way people shop for fashion, and here's why it's going to revolutionise the industry:
1. Enhanced shopping experience: Virtual try-on technology provides an immersive and interactive shopping experience. Consumers can see how different clothing items look and fit on their bodies, enabling them to make more informed purchasing decisions. This eliminates the need for physical try-ons and reduces the frustration of ordering clothes that don't fit well.
2. Increased convenience: With virtual try-on, shoppers can try on numerous outfits quickly and conveniently. They no longer need to spend time physically going to stores or waiting in long fitting room queues. This technology allows consumers to virtually browse and experiment with a wide range of looks and products.
"In a matter of minutes, manufacturers and retailers of all sizes can create visually appealing content without any additional expenses, all while working remotely.With StyleScan, brands can fully control their visual identity, minimise garment waste, and promote sustainability." - Source: StyleScan
GIF of StyleScan model switching styles. Credit: StyleScan.
Explore more amazing features of StyleScan on their official YouTube Channel: https://www.youtube.com/@StyleScan and follow their useful tips on Instagram.
The future of virtual styling looks bright and promising. As technology continues to advance, virtual styling solutions are becoming more sophisticated and accessible to a wider audience.
Here are some trends and developments to look out for:
1. Improved Virtual Reality (VR) and Augmented Reality (AR) Experiences: Virtual styling platforms are already utilising VR and AR technologies to provide users with immersive experiences. In the future, these technologies will become more realistic, allowing users to interact with virtual clothing and accessories in a more natural and intuitive way.
2. Personalised Recommendations: Virtual styling algorithms are continuously improving, enabling more accurate personalised recommendations based on individual preferences, body types, and style goals. These algorithms will become even more advanced, considering factors like weather, occasion, and fashion trends to offer tailored suggestions.
3. Virtual Fitting Solutions: Virtual fitting rooms and body scanning technologies are being developed to help users visualise how clothes will fit them without physical try-ons. These solutions will become more precise and easy to use, reducing garment waste and promoting sustainability.
Image by garetsvisual on Freepik
Summary
Innovation and investing in new technologies are crucial aspects of any business, including the fashion industry, for several reasons.
Implementing new technologies can optimise internal processes, resulting in improved efficiency and productivity. For instance, advanced inventory management systems, predictive analytics, and automation solutions can help fashion businesses optimise supply chain management, reduce costs, and minimise waste.
Technology has the potential to revolutionise the way businesses interact with their customers. Whether it's through personalised shopping experiences, virtual try-on tools, or AI-powered chatbots, innovative technologies can enhance customer satisfaction and make the shopping process more convenient and enjoyable.
Constantly innovating and adopting new technologies can provide a competitive edge in the highly dynamic and constantly changing fashion industry. By staying ahead of the curve, businesses can differentiate themselves from their competitors and attract more customers. And that's exactly what they need in 2023 and beyond.
SOMARTA AUTUMN WINTER 2022-2023 -diagonal- (Photo courtesy of the designer)
"Digital technology is an essential tool today. “Digital” comes from the Latin “digitus”, which means finger. This technology encodes information, mixes and links people and machines, communicates and points out and ultimately leaves behind for the future broad and accurate information. When digital technology gives forms to the ideas of designers, it can sometimes seem like a magical tool which uses machines, but technology necessarily requires both tools and people." - Source: SOMARTA
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