Fashion has always been a fast-moving industry, so staying ahead of the curve has always been important. This means understanding the consumer, what trends are coming, and making sure companies are ready to react. One company that seems to be leading the way here is Stitch Fix. An online personal styling pioneer, they have integrated artificial intelligence at the core of their model. 

Stitch Fix and the Rise of AI in Fashion Personalization

AI as a Fashion Game-Changer

Katrina Lake founded the company in 2011 and set about removing much of the guesswork that comes with shopping. Their groundbreaking technology combines anthropometric interaction with machine learning, allowing clients to complete detailed style profiles. Once this is done, the site can suggest personalized preferences. This data-driven approach means Stitch Fix can deliver a curated experience that is different from anything else on the market.

It doesn’t stop there, though. The feedback loop that is integrated into the software means that suggestions are being constantly refined. Every time a customer gives feedback on the box of clothing that they have been suggested, the system learns. It sounds simple, but really the system is analyzing billions of data points, from size and style to things like weather patterns, allowing for a level of personalization so granular, it can really improve the customer experience. It means retention and satisfaction are high and leads to increased revenue for the company and more money to invest in their systems. As the success of the company becomes clearer, other fashion companies will likely follow their lead to improve their analytics and inventory management. This rise of AI may only be at the initial stage, but it’s already clear the effect it will have.

The Road Ahead for Fashion and AI

In the near future, we can expect that, just like in other industries, AI will begin to have an impact on the design process, on forecasting, and also streamlining of operations. Aspects of AI that are improving all the time include image recognition and augmented reality, which may mean that virtual fitting rooms become the norm. It is an area where there seems to be no finish line when it comes to innovation, and it is the companies that bring this innovation to the forefront of their plans that will be the ones to thrive.

Industry Examples

Other examples of AI in fashion include Zara, which analyzes real-time sales data to predict demand and reduce overstock, and The North Face who partnered with IBM Watson AI, giving customers a virtual shopping assistant. Partnerships like these are becoming common across industries. In the iGaming space, we have seen the NJ casino app, Playstar, partner with Fast Track to deliver real-time personalization based on customer behavior. Offering over 500 games to users, ranging from slots to live dealer options, and loyalty programs, this partnership will improve gamers’ user experience. In agriculture, Bayer and Microsoft have partnered to build AI tools to improve farm management with sustainability in mind.

Stitch Fix and the Rise of AI in Fashion Personalization

There is no doubt that the future of fashion is in data. Stitch Fix is leading the way, proving the value of AI, so it will be interesting to watch developments in this space and who adopts the technology as we move forward.