It’s 2019 and we’re on the verge of a ~fashion-tech-revolution~. As a member of the millennial demographic, I’m highly aware we don’t always get the best wrap in the media. A simple google search this morning revealed some auto-generated search results which are dismal, but not alarming. Avo-on-toast enthusiasts and narcissistic iPhone addicts are just a couple of the stereotypes that, while they may hold some truth, are unfortunately often attached to us. But 2015 report released by Nielson revealed that 73 percent of millennials are willing to pay extra for sustainable brands- an impressive increase of 50% from 2014. In fact if I’ve noticed anything from observing the people around me, it’s that as a generation we really do care about the future of our planet, and are willing to take measures in order to play our part in the journey to sustainability. You only have to look at the recent #banthebag movement or the sudden influx of keep cups in hand to realise there’s a movement happening which millennials appear to be at the forefront of. Either that or I’m living in an eco-friendly echo chamber.
Nevertheless, the upcoming generation of entrepreneurs are more tech savvy than any generation which has preceded them, and for that reason I do believe the power lies with us to make significant changes to the fashion industry as we know it. This is where we introduce artificial intelligence. With AI slowly infiltrating into what seems like all facets of our increasingly plugged in lives, there’s significant potential for it to be used positively in not only just the fashion industry, but playing a role specifically in contributing to sustainability. Already AI has made significant strides in streamlining the consumer experience and revolutionising the industry as a whole. One fascinating example is Levi’s online “virtual stylist”, a bot in Facebook Messenger which provides fashion advice and personal recommendations for shoppers. Coupled with the “See It Styled” function, customers also have access to a gallery of user generated photos which show relevant outfits in action. Marc Rosen, executive vice president and president of global ecommerce at LS&Co believes the technology will be highly beneficial for consumers. “We are on the leading edge of a challenge that all retail companies face today – how to create a seamless and personalized shopping experience for consumers, and new technologies like our Virtual Stylist are integral to that evolution at LS&Co,” he said. But where it gets interesting is when we look at how these technologies can be used for the purposes of sustainability. An article by Jo Fuertes introduced the Indonesian entrepreneur Lingga Madu, who uses AI to “predict what styles will sell well and what will fail” on her site Sale Stock. In addition, by using AI to track and manage inventory, there is the potential for a reduction in the amount of waste caused by excess stock. Which has got to be a better solution than what has been reported in the past, with high end brands burning surplus inventory in a bid to preserve the reputation of the brand and maintain the “allure of exclusivity”. The use of AI during the production stage may too assist in improving working conditions and increasing the ethical sustainability of manufacture. I can see this becoming somewhat problematic, however, as it will and already is resulting in job loss. We’re on the verge of something really exciting with AI in the fashion industry, and as the technologies continue to emerge I hope the magnates of the next generation get a little creative with it. The possibilities for its application and benefits to sustainability are profound, and will only continue to emerge as we delve further and further into this tech revolution.
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AuthorFourth year Communications and Media student with a passion for sustainability and an addiction to op-shopping. ArchivesCategories |