Yoox looks seeks AI’s help for design inspiration
Designers of Yoox’s latest apparel line are getting a little inspirational help; the line is based on information collected, aggregated and “powered by artificial intelligence.”
Yoox’s AI tools review content across social media and online magazines to furnish the retailer’s designers with data on what styles are being discussed and shared. Inspiration also comes from predictive indicators into emerging lifestyle and style trends, analysis of internal data from products sold on its site, customer feedback, industry purchasing trends, as well as text search and image recognition.
“We are always exploring the frontier between Human and Machine; it’s been part of our DNA since I invented Yoox in 1999,” said Federico Marchetti, CEO of Yoox Net-A-Porter Group, in a statement.
AI-driven apparel design, however, raises a question: Is success more dependent on being responsive to feedback on current trends or on pioneering new trends customers yet asking for?
Yoox has not jettisoned more analog modes of coming up with design ideas. A new nine-piece Mary Poppins-inspired line, tied to an upcoming movie release, offers contemporary upgrades on the character’s classic fashions, according to Bustle.
Others in the fashion world have used other implementations of AI to try to anticipate the kind of products customers are looking for. A startup called Choosy bases designs on data from Instagram indicating what fashions are being worn by celebrities and social influencers. Fans use the #GetChoosy hashtag to guide the algorithm.
The back end of the design process isn’t the only place where Yoox has implemented AI.
Recently the e-tailer launched a mobile styling suite which allows customers to swipe through different fashions. The customer is guided through selections by an AI named “Daisy” which can try on the fashions for the customer to approximate how they will look.
- YOOX launches 8 by Yoox – Yoox
- 8 By Yoox – Yoox
- How Yoox is using artificial intelligence to assist design in its private label brand – Glossy
- What’s In The Yoox x Mary Poppins Collection? Dress Like a 2018 Version Of The World’s Most Famous Nanny – Bustle
- Choosy marries AI and social tagging to disrupt fast fashion – RetailWire
- Yoox unveils AI-powered virtual styling suite – Fashion United UK
DISCUSSION QUESTIONS: Does it make sense for apparel brands to use AI to aggregate trend data and use it as a foundation for apparel design? What do you think of the strategy of having a separate, AI-designed line alongside more traditionally concepted collections?