Fit for the Future

“AI is taking over the world.” No doubt you’ve heard that cliché line before. But seriously… it is. AI is taking over the world and reshaping every industry–especially fashion.

The changes coming our way in the fashion industry are not just happening around us; they are happening to us. Distinctly unique from any other generation, today’s college-aged students have grown up alongside technology. We rely on technology to simplify and hyper-personalize every aspect of our lives, from homework to ordering groceries– so why should fashion be different? The shifts heading towards the fashion industry are made for us, bringing a new fashion convenience that aligns with our lifestyle. Fashion is evolving to satisfy the demands of Gen-Z with the help of AI technologies.

Picture this: the year is 2045, and shopping no longer means braving the mall or endless scrolling on confusing and overwhelming websites. Instead, you stroll into a virtual fitting room that dresses you using holographic technology that not only matches your style but also considers your inputted mood, schedule, and even the weather! Though this might be far-fetched for the next couple years, fashion truly is on the brink of a technological revolution that will transform how consumers shop. 

Here are the changes that we can realistically anticipate. First, try-ons. Gone will be the days of standing in long lines for the dressing room. With augmented reality, shoppers will be able to visualize how clothes will fit without having to even touch the product. Algorithms will precisely measure customers' dimensions either in-store or with an uploaded image online. All of this to say, no more guessing your size, dreaded shipping returns, and ill-fitting clothes that ruin your day!

Already underway in the beauty and cosmetics industry, Sephora is acting as a trailblazer for online innovative technology. After over a decade of planning alongside its technology partner company, ModiFace, Sephora has integrated both AI-driven product recommendations and virtual try-ons to its website. The company’s first move in integrating AI into its business model began in 2016 with the establishment of an AI-generated messaging system dubbed Sephora Visual Artist. Since then, Sephora has integrated three AI-powered features that have driven their success: facial recognition and tracking of facial elements, skin tone analysis, and matching virtual experiences with real-life products. With these, Sephora has been able to establish a more extensive customer base, expand brand loyalty, and increase e-commerce sales by over 2 billion USD, surmounting an increase in online sales of over four times in six years.

Now, let’s turn our attention toward the in-store experiences: a space that AI will transform in ways our generation has only dreamt of. Though our generation has grown to prefer the convenience of online shopping, AI might just be able to change this tendency as it modernizes the experience of in-store shopping.

Brands like Nike and H&M are already at the forefront of these transformations. Nike has been leading the pact since 2018 with the implementation of its concept stores, “Nike Live.” The stores refresh their merchandise rotation every two weeks with the help of AI. Technology is used to curate products for each store location based on hyper-localized consumer preferences for the area. Using data collected from the NikePlus app, AI algorithms identify shopping patterns, workout routines, and style preferences specifically for the local community, allowing each store to offer a curated and personalized inventory.  

Meanwhile, H&M, among many other fast-fashion companies, is also hopping on the AI bandwagon to clean up their infamous store designs. If you haven’t stepped into an H&M in the past few years, the idea of a store location with clean, minimally packed racks might seem as crazy as finding a study spot in the UGLI during finals week. However, the brand's approach to incorporating AI into its operations makes this a reality, bidding farewell to the stores’ notoriously cluttered and messy sales racks. Store locations now have a more minimally curated selection while allowing consultants to assist customers more efficiently through AI-powered inventory checks. This directly combats the issue of shoppers' helpless frustration of digging through chaotic racks. 

As we look ahead to the future of the fashion industry, it is clear that AI is nothing short of a complete game changer for shoppers– especially 21-year-olds like ourselves. Fashion will soon no longer be about keeping up with clothing trends– but embracing a new fashion experience. A world where your shopping experience is simplified and tailored is becoming a reality, and we cannot wait.