It's ironic that fashion retailing, a business built on the ever-changing whims of style, has long relied on age-old practices. Visualization via on-model imagery, essential for helping customers to make informed purchases, involves a highly coordinated effort among models, photographer, studio assistant, producer, hair and makeup artist, stylist, samples coordinator, production coordinator, Casting Director, Creative Director and other professionals — a process that is anything but fashionable in its complexity. The industry is now flipping the script. The painstaking problem of product photography, a process that was plagued by the perfect planning required among a dozen professionals, has been streamlined and shot in simpler segments, significantly saving time and money. Fashion industry is adapting to digital transformation, combining modern technology with time-honored traditions.
Excerpts from the Spotlight discussion titled "Legacy Industry. Future Technology." at REBUILD ‘24 Istanbul, our flagship AI transformation meetup with 75+ business and technology leaders. Panel sessions, platform presentations and fireside chats amongst experts from 15 countries and diverse sectors (retail, BFSI, healthcare, aviation, IT services) showcased contemporary real-world applications and uncovered amazing growth opportunities.
Embrace on-model imagery - The power of visualization
On-model imagery, where products are shown on human models, continues to be an essential feature of online fashion retail. This visualization helps customers make informed purchasing decisions by providing a concrete sense of size, fit, and style. As evidenced by a case study, a 65% increase in conversion rates and a 22% decrease in product returns were achieved by incorporating good on-model imagery, demonstrating a significant impact of visual context on consumer behavior.
Challenges of traditional photography - The cost of perfection
Traditional fashion photography is both costly and logistically challenging. Coordinating photo shoots requires a vast array of resources, from professional photographers to model coordinators, and the risk of delays and additional costs is high. The need for more effective solutions is emphasized by noting the difficulty and cost of creating high-quality photographs.
Leveraging AI for efficiency - AI as an enabler, not a replacement
Breaking down the photo shoot process into constituent elements and recombining them using AI helps brands to drastically reduce the time and cost involved in creating visual content. Innovative as the novel way in which AI creates on-model imagery may be, a key insight from the Session spotlighted the significance of SME’s in leveraging AI. AI serves best when it empowers these experts to enhance their work rather than replace them.
Customization and consistency - Maintaining brand identity
A unified brand image is crucial, especially for retailers like Simons, which carries a diverse category of products. Using AI-powered, on-model imagery that perfectly complements the brand's visual identity guarantees uniformity across all digital channels. This consistency is vital for maintaining customer trust and loyalty.
Democratizing access to tools - Empowering Subject Matter Experts
One of the highly significant takeaways from the conversation was the importance of enabling access to digital tools. By providing subject matter experts – whether they are photographers, stylists, or marketers – with the right tools, brands can unlock new possibilities and innovative use cases. From pre-production workflows to localization strategies, the potential applications of AI in fashion are vast and varied, driven by those who know the industry best.
A fascinating future awaits the fashion industry, thanks to the fusion of tradition and technology. Bypassing the burdensome and bloated logistics of traditional photoshoots, brands now pursue new pathways to productivity and precision. This harmonious blend of creativity and cutting-edge technology heralds a horizon where visual content is crafted consistently and cost-effectively, promising a progressive shift in fashion retailing.
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For over three years now, Vue.ai has deployed the virtual Try-on tech at about half a dozen fashion brands and retailers like Lane Crawford, Picard and Showpo. On clothing, for both men and women. On accessories such as bags and more. Hear Johanna Jankowski, eCommerce Manager, Picard attest to the tech’s versatility both as a revenue generator and product returns reducer.
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