“To remain at the cutting-edge, luxury brands must learn to harness AI to pioneer new and meaningful experiences with consumers,” Marc Close, CEO of bespoke apparel platform Bespokify, wrote for the Business of Fashion last month in an op-ed entitled ‘Technology is Eating Fashion.’ With large retailers, including Amazon and ASOS, jumping on the AI bandwagon, Close has a point. But, for those yet to dip their toes into the water, what’s the best way to approach artificial intelligence technology? Here, we look at some companies that are embracing – and creating – AI tech in different ways.
Look back a few years and you’d be pressed to find a beauty brand outside of the luxury market that offered personalised, VIP-feel experiences to its customers. Now, however, mass market brands are able to use tools like social media to forge deeper relationships with their customers, whatever their average spend. Here, we take a look at ‘concierge commerce’, targeted content creation and personalised shopping experiences.
Leveraging customer data effectively is a key area of interest for retail companies right now, in order to help their brands stand out in a crowded market. IBM has reported that 94% of retail executives intend to invest in ‘cognitive computing’ to provide a more personalised shopping experience to customers. So which brands are already doing this, and how are they making it work?
Hooking into the rising trend for retail with an advanced membership angle, Montreal menswear brand Frank + Oak has evolved its Hunt Club subscription service into a new tech-driven concept dubbed Elevate.
British publisher Time Inc. UK has launched a beauty website called Powder that offers personalised product suggestions based on users' self-selected filters, shrewdly wrapped in corresponding editorial content. A box of personalised products (both samples and full-size) can also be ordered for £36 ($52) every quarter.
True to his reputation for going against the grain, Irish fashion designer J.W. Anderson has suspended plans for a flagship in favour of opening a gallery-inspired, revolving showcase of collaborative projects. He intends the projects – dubbed ‘workshops’ – to reflect his own passion for crafts, culture and overall experimentation.