In the dynamic landscape of the fashion industry, the convergence of fast fashion, brand marketing, and generative AI is set to redefine trends in 2024. As outlined by McKinsey, industry executives identify these elements as pivotal opportunities, particularly in catering to the evolving desires and values of the younger consumer base.
Sustainability and agility have long been focal points within the fashion sector, but the modern shopper demands more. In 2024, consumers are not content with brands merely observing trends; they seek proactive engagement. Brand differentiation has become synonymous with going beyond the expected, urging businesses to explore creative and, notably, digital avenues to captivate audiences in an increasingly competitive market.
With a focus on meeting increased demand for inclusivity and personalization through technology, ethical and eco-friendly business practices, and engaging customer experiences, there are new trends to shape 2024, and AI is the name of the game.
AI as the Catalyst for Change:
As the industry strives to meet heightened demands for inclusivity and personalization, technology takes centre stage. In this transformative landscape, Artificial Intelligence emerges as a key player, propelling the industry towards innovation and responsiveness.
Integration of Technology in Retail Spaces:
Addressing the desire for personalised retail experiences, businesses are leveraging technology to reshape customer interactions. Approximately 80% of consumers now anticipate fashion retailers to cater to their preferences, prompting the integration of digital solutions. This includes the introduction of cutting-edge technologies in physical retail spaces, such as smart mirrors and interactive displays. Moreover, the seamless integration of mobile apps is enhancing in-store experiences, creating a harmonious bridge between the digital and physical realms.
Digital Transformation:
The acceleration of e-commerce and the imperative role of robust online platforms have become non-negotiables for fashion retailers. Furthermore, the integration of augmented reality (AR) and virtual reality (VR) technologies, is heralding a new era of immersive shopping experiences, captivating consumers in ways previously unexplored.
New York-based designer Svasti Ujagar, currently working for Avery Dennison – has been exploring the implementation of AI with her designs. Avery Dennison is a global materials science and manufacturing company that specialises in the design and production of a wide range of labeling and packaging materials. As a Digital Campaign Designer, in the Avery Dennison Apparel space, she has been designing for the marketing initiatives of the company. Retail is evolving from the traditional push model to a future ‘Internet of Things’ model. Now, new models are emerging, and, as familiarity with the technology grows, the digital ID “ecosystem” powered by RFID, NFC, QR, Bluetooth and more is predicted to produce even more exciting and profitable applications.
During her spare time, she is also integrating AI with fashion unraveling the transformative potential that lies within this dynamic fusion. Her latest exploration infuses her designs with the influence of AI technology, creating conceptual fashion that draws inspiration from diverse architectural movements.
AI’s power to predict trends, analyse consumer preferences, and optimise design processes offers a revolutionary perspective on fashion creation, ultimately streamlining production processes and reducing costs in the fashion ecosystem.
Her exploration features a conceptual collection inspired by blending the beauty of architecture with fashion. In a constantly shifting panorama of artificial intelligence – Each of these creations attempts to pay homage to the elegance and craftsmanship of some of the classic architectural wonders and encapsulates its timeless beauty.
