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Implications of generative AI for the fashion industry
Due to the breakthrough of deep learning technology (including generative confrontation network, diffusion model, basic model, etc.), the rapid development of generative AI is driven, among which generative confrontation network and diffusion model help to generate more detailed and realistic graphics or images; and Through the basic model, it is possible to develop more general artificial intelligence, switch between different media, and become a generalist in cross-domain and multimodal content generation, competent for different tasks, and applied to more diverse landing scenarios.
The fashion industry is a future-oriented industry that is closely related to trends. For the fashion industry, the strategic implication of generative AI is not only to reduce the cost of R&D and design, but also to accelerate the time to market of products. More importantly, through generative AI, different creative elements can be stimulated to construct prototypes of concepts, allowing designers to quickly Explore more possibilities.
The author uses OpenAI DALL-E 2 to generate fashion imagery.
The application of generative AI in the fashion industry chain
Generative AI can have different applications in various aspects of the fashion industry. First of all, in terms of style design, generative AI can assist designers to set parameters based on materials, aesthetic characteristics, target customer market, and future fashion trends. , to generate a new design style. In addition to generating a new design style, AI can further adjust the design style by adding or recombining elements.
Explore new design styles with the ClothingGAN generative AI.
After the design style is generated, AI can assist in designing proof-of-concept tests, such as virtual try-on and 3D model rendering (3D rendering). Customized for different heights, body shapes or skin colors, so that designers or end customers can directly see how they look on the body. 3D model rendering uses AI to generate model avatars, combined with concept design clothing, and even allows customers to do A/B testing to confirm what kind of clothing the model wears to attract the most attention, as a reference for product catalogues.
Generate model avatars through Lalalan.ai generative AI.
Generative AI can not only produce images or 3D models, but also generate text. Therefore, from a marketing perspective, AI can not only recommend suitable fashion products based on customer attributes and preferences, but also generate marketing copywriting, which is widely used In e-mail, web design, various advertisements, etc., strengthen the communication and connection with the target customer group.
Korean clothing brand Dali Hotel case
Dali Hotel is a Korean clothing brand. Founded in 2018, the brand value proposition is to introduce romantic style into office clothing. However, in 2020, under the impact of the new crown epidemic, working from home has become the new normal, the demand for office clothing has dropped sharply, and the revenue of Dali Hotel has plummeted. Dali Hotel was later acquired by Designovel, a Korean start-up company, and the management team was replaced, starting the road of AI digital transformation.
The core technology of the new startup Designovel is generative AI. Under the leadership of the new team, Dali Hotel has changed from sticking to the original design style to a demand-oriented company, that is, the direction of product design is based on changes in market trends or consumer preferences. Rather than the intuitive judgment of the designer.
Through generative AI, insights into market trends can be further converted into text instructions, which can help generate corresponding clothing design styles and provide designers with reference. Big data analysis not only reveals future market trends, but also assists in the development of consumer-acceptable and optimal pricing strategies to effectively increase product sales. As a fashion apparel company, Dali Hotel’s original marketing cost accounted for 10-20% of the total revenue. After the introduction of AI, the marketing cost accounted for 2.5% of the total revenue. That is, under a more streamlined cost structure, Dali Hotel’s brand Visibility can also grow significantly.
Korean clothing brand Dali Hotel official website.
This article is provided by the FIND team of the IPC. If you want to know more industry information, please visit the FIND website of the IPC