Brands transforming the fashion industry

Brands transforming the fashion industry with imaging technology

“You can have anything you want in life if you dress for it.” —Edith Head.

Well, the value of the fashion industry in the world, which amounts to 3000 billion dollars, is a testimony that people do think like Edith Head when it comes to cladding themselves. Fashion is a statement of confidence, asserting one’s identity, a reflection of your personality and moods. The fashion statement you wear intertwines with your soul and your very being, so much so that it influences how you lead your life.

Louis Vuitton, Hermes, Gucci, Zara, Chanel, and Cartier are not just top fashion brands but fashion revolutionaries who have shaped the millennial psychologies- set the foundation stone for evolved thinking and accepting newness. The dawn of the digital era and technological advancement coupled with rising concerns of the fashion brands to cater to hyperconnected and mobile populations necessitated focusing on the user experience of the brands. Each part of the buyer journey, from creating perceptions about the brand, online access, testing the products, and finally buying it, has become equally important.

Also Read: Louis Vuitton’s Historical Journey To Become A Luxury Brand

Fashion imaging technologies are helping brands to create unmatched experiences for users throughout the buyer journey. Fashion imaging technologies use AI, IoT, Rapid data analysis methods, VR, and AR for collection, analysis, modification, duplication, and simulation in different environments of the images of Fashion apparel, items, and other accessories. The visual language of fashion is exemplified by animation, photography, computer-generated imaging, and the other technologies mentioned above.

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Let’s dive into how different companies use fashion imaging technologies to create an extra edge for their brands through epitomic fashion user experience.
The noteworthy among them have been mentioned below.

  1. Finnerty, the British fashion brand, has developed the concept of an automated online wardrobe for its users, specifically women. The users can purchase across multiple brands or online retail stores (more than 10,000 online shops) and instantly see fashion purchases in their wardrobes. From here, Finery uses fashion imaging technology and its proprietary technology to create styled looks for the fashion items users have purchased. It also makes recommendations of purchase based on the fashion wardrobe collection history and purchase patterns.
  2. Truefit is a distinctive name when it comes to fashion personalization online. Some statistics would aptly justify how Truefit has benefited various fashion brands.
  • Forever New reported 4x conversions using Truefit’s enhanced experiences
  • J. C. Penny increased repeat user visits by 214% using Truefit experience
  • Boden reported a 2.6X increase in conversion rates
  • Kate spade reported a 2X conversion increase using Truefit
  • UGG reported some 2x conversion increase with Truefit.

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Are curious about what Truefit offers, right?

Well, let me explain. Truefit employs an online fit engine along with imaging technology that helps users find the right fitting fashion brand accessories and styles in the market. Now, you don’t need to get to a store or you don’t need to wait in line for a fitting room. You browse your favourite fashion brands and let Truefit help you skip the fitting room part. Have the perfect fit of fashion apparel, shoes, and other clothes without testing it multiple times in and out of a fitting room. For users, it means the right-fitting garments and fashion accessories every time they order online.

3. Intelligence Node is another fashion technology company that creates quite a buzz in the market with its pathbreaking AI-driven search discovery, assisted by imaging technologies. It helps fashion brand users get the closest match of the product they desire based on price preferences, colour, design preferences, etc. The intelligence node does real-time product matching with similarity matching and machine-learning image analytics. You snap an image of the dream fashion apparel you wanted and use the intelligence node to get equal choices from retail stores across the web. Sounds interesting, right? Yes, that’s what Intelligence Node does.

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This unique technology has been trusted by Category Leaders such as Prada, Li & Fung, Home Centre, Nestle, Boston Consulting Group, and more…

4. FlixstockFlixstock is another name that has created ripples using deep learning algorithms to develop and use fashion images in the online retail industry. Using the proprietary algorithm and fashion imaging technology, they transform the garment into a model wearing them. With styling details being easily viewed on models, the online conversions of brands using Flixstock have improved considerably.

The cost and time consumed in seeding physical samples have significantly been overcome by promoting designs having realistic 3D renders. Another recognized brand Farfetch joined hands with DressX and 3D creator, Threedium (both firms using the best of fashion imaging science) to provide digital visualization of men’s and women’s fashion collections. Farfetch went an extra step in using digital versions of physical clothes on influencers.

5. Louis Vuitton, our favourite brand, went an extra step by not just transforming the online digital experience using imaging technology but bringing in a line of fashion handbags, where imaging technology and rendering were used to create screens on bags. On these handbag screens, different engaging visuals and images could be exhibited. Truly said, fashionistas have taken this technology to eccentric limits.

It would be a dream for any woman to reflect images, videos, and urban images that are retro-futuristic, matching their moods on their handbags. Showing off and envying others is just the cherry on the cake for these handbag owners.

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With tech-fueled innovation, specifically fashion imaging technology and rendering, fashion businesses have increased their online sales and conversions. This technology disruption has also caused a boom in the fashion e-commerce industry, which will hit $672.71 billion valuations by 2023. Sales of fashion footwear, apparel, and other fashion accessories have catapulted in 2022, exceeding $180.5 bn in the US alone.

Our students at MBA- ESG are equipped with all the necessary skills and tools to take this fashion technology revolution forward. We impart exclusive Fashion Management skills and knowledge to create leaders in the fashion industry who can enhance brands’ luxury perception and value and develop the next generation of ‘Chanel, ‘Hermes or ‘Gucci.

MBA ESG is committed to bringing excellence in the employable scenario of luxury and fashion sectors by producing management professionals who can lead these sectors and provide massive growth to luxury brands in the country and abroad. Join our MBA in Luxury Brand Management.

Author: Abhishek