Feature Image

The Impact of Artificial Intelligence in Luxury Fashion

  • By Laura Gavins

It’s with apprehensive disbelief that the world discusses the (hopefully) unrealistic episodes of Black Mirror. Except, it’s not all that unrealistic. Maybe not as fabricated as the actions of a self-driving pizza truck, requiring you to give a testament, which somehow escalates and you end up committing serial murder... but what we have always thought as the ‘future’, isn’t all that far away.

This generation is built firmly upon the foundations of the internet. As resourceful as we all think we are, given the likelihood that our iOS maps app crashes, I don’t think any of us would dare to venture further than the end of the street.

So, we’re stuck here in the midst of this technological revolution with our fraudulent ability to do near enough any basic task and, luckily, the world continues to accommodate to us. Our need to even attempt to determine the answer to our longing questions is overthrown by the Amazon Echo – we don’t even have to lift a finger to Google search.

The advancement of artificial intelligence means that machines are now able to perform mundane tasks and solve problems, with algorithms processing more data than humans could ever dream of getting their hands on. And whilst all this is happening, machine learning is training the algorithms so that the artificial intelligence bots are able to learn more and more without supervision. Yes, very scary. This technology will redefine all aspects of business, from finance to design to transportation to customer service and so on, that by 2020, 85% of all business will be managed by using AI.

Credit: Forbes

Grasping this phenomenon firmly, is the luxury fashion industry. Louis Vuitton sell around the clock with their friendly chat bot, gathering consumer data that allows a machine stylist to suggest the perfect product. Burberry have used AI in extension of the online world as they alert retail assistants of customer preferences as soon as they walk into store.

We no longer have to look. We no longer have to think. Everything is just here.

But it doesn’t stop there. Artificial intelligence can also be used to anticipate dominant styles as well as predicting inventory, meaning end of season markdowns are a lot less likely. Louis Vuitton along with Christian Dior are first to work with Heuritech, converging data to ultimately influence their product development.

Questions of authenticity materialise with the migration of choosing customer appeal as to fresh and innovative design - the fundamentals that luxury fashion has always renovated emotional reference in unique and contemporary ways. If this progress is maintained, this new wave of mechanisation may surpass the need for a creative director. Striving to increase sales figures will defer and corrupt from the free and fluid sentiments concentrated into collections.

So, to work harmoniously with AI advancements, the luxury fashion market undoubtedly needs to establish a degree as to where humankind meets robot perfectly. Will diving in too quickly turn into an extension of modern-day internet dependency?

END. Clothing