How generative AI is redefining fashion

"There's been a seismic shift in the way we shop for fashion. We were once dependent on going in-store to physically browse, touch, and try on endless garments to ensure fit and style. However, e-commerce has introduced a virtual shopping experience eliminating these tactile touchpoints-often the difference between making the purchase or putting it back on the rack. Last year, 2.71 billion people made online purchases-and though shopping for apparel is still predominantly done in-person, 43% of U.S. consumers bought clothing and 33% bought shoes online."

"More consumers are embracing shopping via online storefronts and the younger, more digitally-savvy generations hold more spending power. Brands are stepping into the new era with technology bridging the gap between consumer preferences and shopping experiences that transcend channels-whether at a brick-and-mortar store, online, or a mix. Forward-looking brands and retailers are already leaning into technology like AI and augmented reality (AR) to create more engaging customer experiences."

"Despite its popularity, shopping for clothes and shoes online can be a gamble. Is this shirt going to be flattering on me? Can I pull off this leather jacket? Historically, the only way to find out was in-store, but not everyone wants or has the time to leave the house for answers. Retailers like Amazon and Warby Parker introduced at-home try-on programs years ago, but they recently discontinued them."

E-commerce replaced in-store dependence for browsing, touching, and trying garments, removing tactile cues often decisive for purchases. Last year 2.71 billion people shopped online; 43% of U.S. consumers bought clothing and 33% bought shoes online. Younger, digitally-savvy generations exert growing spending power, accelerating adoption of online storefronts. Brands use technology to bridge consumer preferences across channels, combining brick-and-mortar and digital experiences. Forward-looking retailers invest in AI and augmented reality to create engaging customer journeys and maintain competitiveness. Virtual dressing rooms enable at-home try-ons, offering consumers convenience and experimentation while reducing the gamble of online apparel shopping.

Read at Fast Company