It is a process in which a product, service or environment is designed to be usable for as many people as possible, particularly groups who are historically underserved

abilities, genders, languages, culture

how do we look at society

the medical model says ‘’this person can’t do this task because they have a condition’’

the social model flips this and says, this person can’t do this task because of the way society has built their surrounding environment

inclusive design opens up your brand to the largest audience possible. rather than only being acceptable by one segment of the population, it is usable by as many people as possible.

none > situational (heavy bags) > temporary (broken arm)  > permanent (one arm)

authentic language: feels natural and less corporate, true to the company’s core values,

retail experience: a physical retail experience is a luxury, create touchpoints where people can experence belonging,

emotional connection, brand culture

Global Fragility - Fragmented Future

Regional Realities - Climate Urgency

Two-Track Spending - Vacation Mode

Fluid Fashion - The new Face of Influence

Formalwear reinvented - Outdoors reinvented

DTC Reckoning - Gen AI’s creative crossroad

Tackling Greenwashing - Fast Fashion’s power plays

Future-proofiing manufacturing - All eyes on brand

Digital marketing reloaded - Sustainability Rules

Organisation Overhaul - Bullwhip Snaps Back

China is the biggest fashion country right now. LVMH, Nike, Inditex, and Kering are in top 5. The major concern was geopolitical instability and inflation.

Countries or regions they believe will be the most promising in the year ahead compared to 2023 in the survey conducted in September:

Middle East 51%

India 39%

Asia Pacific 34%

North America 8%

China 3%

1. Consumption fatigue (people is getting tired of consuming)

2. Geopolitical instability

3. Economic volatility

4. Inflation (it dropped compared to previous years but it remains a risk still)

5. Supply chain disruptions

Sustainability is not in this list> why?

Poeple is prioritising value instead of quality

There is less money and not everybody can afford it.

Focus on differentiation in 2025

Volume, ratehr than price, to drive modest growth in 2025

Localisation: 50% go-to-marekt model and value proposition, primarly trhough pricing, fulfilment channels and assortment.

65% also plan to alter their assortments to include various options across price points to appeal to a wide range of consumers to gain market share.

Reduced focus on corst improvements.

Sustainability takes a backseat.

LVMH is still the top,

Inditex has took the 2nd place, replacing Nike, which is now at the third place.

Nike has lost because now its competitors and challenger brands are replacing the sportswear market.

TJK has took Richemont's place.

Fast retailing (Uniqlo) is now above the Kering group.

Luxury is going down

In Europe slighlty increase +1,2% for non-luxury growth drivers, while for luxury is for international customers. Only 59% of sales are from Chinese tourists in Europe.

In US is positive for both luxury and non luxury growth drivers. There's more ultra-rich individuals who will increase luxury sales.

In China non luxury will do better than luxury. sales have been significantly low and a lot of bankrupcies have been experienced. Domestic growth for China is extrimely low.

Volume, rather than price, to drive modest growth in 2025

the number of executives expected to increase prices dropped 17%, compareed to the prior year.

example:

unit at 200£

£2.000+105= £2.200

if you keep the price the same, you need to sell 12 items to make 2.200, so

£200*12= £2.200

£220*10=£2.200

this means in order to ...sell more, don't increase the price

China > there is the firewall, you don't have access to google. they have their own because of the government's control. This means that you can do anything on WeChat. When brands start working with china, they realise that they don't trust websites and Chinese people like to buy from the same place to collect points as well. They do everything digital and on one platform. AliBaba offers everything such as stores that have their profile where they can sell. all luxury brands have a website under ''Tmall luxury pavilion''.

On WeChat, ''miniprograms'' are a type of store where you can buy directly there.

This will accelerate in the fashion industry in 2025 due to rising costs, evolving trade policies and sustainability targets.

Fashion brands will likely double down on diversifying their sourcing footrpint in Asia and lay the foundations for

nearshoring.

Global trade

Trade barriers and supply disruptions have increased 5x since 2015, with around 3000 trade restrictions imposed in 2023.

US apparel and textile imports are diversifying away from China at the fastest rate since 2010, down 6% in 2023 vs 2019.

The share of apparel manufacturing foreign direct investment into nearshoring regions has increased by 20% in the US and 8% in the EU in the last five years.

• 165% increase in Asia-to-US east coast route container rates on Feb 05, 2024 compared to two months prior

• Shipping prices across trade routes in the Middle East have increased 5x from December 2023 to Februrart 2024

• EU imposed import duties on goods under 150 euros from China

• Pakistan has half the emissions factor in fabric production than China due to a lower share of coal-based energy production

The share of imports to Europe and the US from nearshoring countries has remained flat since 2019.

This is due to local suppliers' limited manufacturing capacity and capabilities, with lower labour productivity, meaning total landed cost remains higher than other regions - despite competitive labour rates, lower shipping costs and tariff advantages.

This is likely to change because:

• Capacity and capability building through investments and government incentives

• Cost-competitiveness through and increase in productivity and speed to market

Latin America: a key nearshoring hub for the US, as Turkey for Europe

65% of US fashion companies increased sourcing from USMCA members in 2023, especially Mexico - up from 40% in 2020.

add the rest

India will be a focus, particularly for high-street players

Japan's luxury boom is expected to continue into 2025, fuelled by strong international and domestic spread.

China's economy is now worth $18 trillion.

• Market leaders such as Uniqlo have recenltry cited challenges in China, such as lower consumer appetitie and a need for more....

India is expected to become the fourth largest economy in 2025, growing 7% yearly.

and third by 2027. fascia d'età molto piu bassa> this is why fashion customers are increasingly trend-focused. People under 35 make up 66% of india's population.

India had the highest percentage of apparel products that failed quality standards in 2023.

The indian government has invested around 2.5$ billion in Production-Linked-incentives and reforms to quality control orders, while foreign investment has increased 3x since 2019.

gaisho and Japan

more opportunities for QUIET LUXURY brands to sell in China instead of Loud.

People tend to buy less

In-store sales growth of 1 to 2% on average across key markets in 2025.

Today, 70 % of retail sales are digitally influenced, BUT, in-store sales are increasing while online ones are decreasing. Why? Because of brand loyalty and better customer service.

It drives customer satisfaction, which has been demonstrated very important after a survey that shows that in 2022, more than 75% of buyers were keen on buying again after a positive purchase experience.

Retail is quite underestimated as a job, that pays very low.

Retail workers are 1.2x more likely to leave their jobs than the average US employee.

Flagships in Paris reported operating with staff shortages of 20% in 2024.

LVMH recruited 22,000 new workers by the end of 2025, nearly 2/3 of whom will be sales associates.

• Lack of engagement from the staff

• Lack of training

• Unavailability of staff

They need to invest more in training, the more you invest the more workers enjoy the job and become loyal.

Fast-growing challenger brands are now expected to account for 57% of the sportswear segment’s economic profit, nearly tripling since 2020.

DELIVERING VISIBLE INNOVATION:

Challenger brands have reimagined running footwear with visible innovations that provide performance and recognisable differentiation.

TARGETING SPECIALISED CATEGORIES:

Lululemon addressed the athleticwear gap for women. Arc’teryx and Salomon focused on outdoor sport communities with marketing that enticed casual sneaker customers.

TAPPING INTO CULTURAL MARKETING:

New Balance and Alo Yoga tapped high profile celebrities such as Jack Harlow and Kendall Jenner.

Challengers conveyed greater authenticity with communities:

Hoka engaged in running clubs and partnered with cultural platforms such as Hypebeast and End.

In 2025, sportswear is expected to grow faster than fashion overall.

Key growth drivers:

1. The increasingly blurred boundary between fashion and activewear

• Two in three Millennial and Gen-Z customers wear athleisure multiple times per week.

2. The prioritisation of health and wellbeing across age groups

• 56% of Gen-Z customers consider fitness a high priority, and older generations are becoming more active globally.

3. Growing access to sports content and events

• The global sports tourism sector is expected to grow by 18% by 2030.

Diversification is a common growth tactic and a core of the incumbent and challenger brands.

In choosing how to diversify, balance catering to sports that give them access to the largest customer bases (high participation rate) with those that drive the most cultural credibility (high number of fans

following the sport).

Material and product innovations are crucial for brand credibility in sports categories.
Fewer breakthrough innovations have emerged recently, with patent grants dropping 55% between the fourth quarter
of 2021 and 2023.
Nike is the most active in terms of patents, filing the most patents (182) in the global sports industry in 2023.

Cultural & Economic Drivers:

• Climate Crisis & Sustainability Awareness

• Economic Instability & Recession Fears

• Rise of the Sharing & Circular Economy

• Mental Well-being & Burnout from Hyper-Consumerism

Schor, J. B. (1998). The Overspent American: Why We Want What We Don't Need

Klein, N. (2000). No Logo: Taking Aim at the Brand Bullies

Black, I. R., & Cherrier, H. (2010). "Anti-consumption as part of living a sustainable lifestyle." Journal of Consumer Behaviour, 9(6), 437-453.

McGarry, D. (2022). "The Rise of Anti-Consumerism: How Young Consumers Are Rejecting Materialism." Harvard Business Review.

Key Aspects of Anti-Consumerism:

• Minimalism & Intentional Living: Rejecting unnecessary purchases and prioritizing meaningful, high-quality goods.

• Sustainability & Ethical Consumption: Supporting eco-friendly, fair-trade, and secondhand markets over fast fashion and mass production.

• Digital Detox & Content Consumption: Reducing engagement with aggressive marketing, social media, and impulsive online shopping.

• DIY & Self-Sufficiency: Growing interest in making, repairing, and repurposing items instead of buying new ones.

The exhaustion and disengagement caused by excessive exposure to consumer products, digital content, and advertising.

Why it matters now: Increasing overstimulation, sustainability concerns, and shifts in consumer behavior.

1. Consumption as a System of Signs

• Baudrillard argues that people do not consume objects for their utility but for their symbolic value.

  Products are consumed because of the meaning they convey (e.g., luxury brands signaling status, organic food signaling health-consciousness).

• Consumerism is not about needs but about social differentiation—we buy things to define our place in society.

2. The Illusion of Choice and Freedom

• He critiques the idea that consumerism provides freedom by offering a variety of choices.

  In reality, these choices are pre-structured by the market, limiting true individuality.

  The consumer is trapped in a cycle of purchasing to maintain social status.

3. The Fetishization of Objects

• Similar to Karl Marx’s concept of commodity fetishism, Baudrillard suggests that objects are imbued with artificial significance.

  Brands manipulate desires, making people emotionally attached to products beyond their practical use.

• Example: The latest smartphone is desired not because of its function but because it represents technological progress and social relevance.

4. Consumption as a Form of Social Control

• Governments and corporations use consumerism to maintain order by keeping people focused on material acquisition.

• Constant consumption prevents individuals from questioning the system or engaging in radical change.

• The promise of happiness through consumption keeps society functioning within a capitalist structure.

5. The Hyperreality of Consumer Culture

• Baudrillard introduces the idea of "hyperreality," where media and advertising create a world of illusions.

• People desire experiences that are simulated rather than real (e.g., Instagram influencers portraying a perfect life).

• Consumer behavior is shaped by this manufactured reality, leading to false needs rather than genuine desires.

Conclusion: The Consumer as a Passive Participant

Baudrillard’s key argument is that consumers believe they are making independent choices, but in reality, their desires are engineered by society. The system of consumerism sustains itself through media, advertising, and social structures that continuously create new desires and anxieties to keep people consuming.

Declaring that foreign trade practices have created a “national emergency,” the president unveiled a baseline 10% levy on all international imports, plus what he described as additional “kind” and “discounted” tariff rates that will increase but not match the rates other countries apply to American imports.

The levies will hit U.S. industries from agriculture to manufacturing to fashion.

Cambodia 49%

China

Switzerland 31%

Thailand

EU 20%

• Digital Overload: Constant exposure to marketing, social media, and short-form content.

• Choice Overload: The paradox of too many options leading to decision fatigue.

• Sustainability Awareness: Consumers rejecting excessive materialism for ethical and environmental reasons.

• Economic Pressures: Rising costs leading to more mindful spending.

Key Insights:

• Made-to-order fashion is gaining traction as a sustainable alternative to mass production. Brands produce garments only after orders are placed, reducing overproduction and minimizing waste—by up to 30%.

• Customization is central, allowing consumers to tailor garments to their preferences in size, style, and detail. This shift is supported by digital tools, such as data-driven design and AI-enhanced co-creation platforms, which enhance the customer experience and reduce returns.

• The article features the brand Garment by, which uses a three-part framework—PIECES, PEOPLE, and PROCESS—to create optimized, purpose-driven wardrobes. Their design process includes consumer feedback and testing before garments are added to their capsule collections, reflecting a commitment to longevity and relevance.

• The made-to-order supply chain includes stages like user input, sustainable material sourcing, precision production, and direct delivery—often resulting in better fit and higher quality.

Measurable Benefits:

• 40% increase in customer satisfaction from personalized products

• 50% longer garment lifespan

• 25% lower carbon footprint

• 20% savings on production/storage costs

• 35% boost in customer loyalty and retention

Conclusion:

This trend reflects a broader shift toward AI-enabled, demand-driven fashion, where consumer preferences guide design and production. It not only supports sustainable practices but also reshapes the fashion experience to be more meaningful, efficient, and personal.

The broader rise of virtual concerts and hybrid live-streaming models, as reported by Music Industry Weekly (2025), further cements the role of digital platforms in reshaping how music and fashion interact. These performances are no longer just auditory; they are visual, participatory, and increasingly fashion-forward—blurring the boundaries between real-world and virtual style.

This initiative aligned with Patagonia's longstanding commitment to sustainability and its efforts to promote anti-consumerism. The company has consistently encouraged customers to consider the necessity of their purchases, emphasizing the importance of buying only what is needed and opting for durable, high-quality items that have a lesser environmental footprint. Patagonia has also implemented programs focused on repairing and recycling products to extend their lifespan and reduce waste.

Interestingly, despite the campaign's message discouraging unnecessary purchases, Patagonia experienced a significant increase in sales following the ad's release. This outcome suggests that the company's transparent and authentic approach to addressing environmental issues resonated with consumers, potentially strengthening their brand loyalty and attracting customers who value sustainability.

Summary of Key Points:

2000–2002: Street Style and the Rise of Hip-Hop Influence
Early 2000s fashion was bold and heavily influenced by hip-hop and pop stars like Beyoncé, Mariah Carey, and Jay-Z. Fashion trends like low-rise jeans, crop tops, bedazzled accessories, oversized jerseys, and fuzzy hats mirrored the flashy, confident aesthetics of the music industry. Music videos helped cement these looks in the public imagination.

2003–2005: Velour, Denim, and the Casual Luxe Era
Hip-hop and R&B further dominated both music and fashion. Artists like Alicia Keys and Kanye West popularized graphic tees, velour tracksuits, oversized sunglasses, and cargo pants—a blend of street-smart, comfortable, and celebrity-inspired fashion.

2006–2009: The Pop-Punk Wave and Edgy Aesthetics
This period saw the emergence of pop-punk and alternative styles. Avril Lavigne, Rihanna, and Flo Rida helped mainstream Converse sneakers, studded belts, black jeans, and “boots with the fur.” Fashion reflected a mix of rebellion, individuality, and commercial success, with emo, punk, and urban influences merging in music videos and public appearances.

2010–2014: Hyper-Stylized Pop Icons and the Hipster Boom
This era was defined by flamboyant pop personalities like Lady Gaga, Nicki Minaj, and Katy Perry, whose fashion was often theatrical and expressive. Gaga’s infamous meat dress, Nicki’s neon palette, and the Tumblr-driven “hipster” aesthetic (think flannels, combat boots, skater skirts) defined this visual era.

2015–2019: Streetwear, Hype Culture, and Global Influence
Hip-hop and R&B fully shaped the mainstream look during this time. Streetwear became luxury fashion, with artists like Travis Scott and Kendrick Lamar leading sneaker collaborations and high-end graphic designs. Meanwhile, K-pop groups like BTS and BLACKPINK introduced futuristic, pastel, and gender-fluid styles, influencing global teen fashion.

2020–2024: Post-Pandemic Style and Gender Fluidity
Recent years reflect a shift toward personal expression, inclusivity, and gender-neutral fashion, driven by artists like Harry Styles, Olivia Rodrigo, Doja Cat, and Post Malone. Fashion became more intimate, nostalgic, and experimental. Styles from past decades were reimagined through a modern lens, blending retro and futuristic elements.

Key Themes Likely Explored:

1. Historical Synergy:

   • Exploration of how different music genres have historically influenced fashion trends. For instance, the punk movement's rebellious ethos was mirrored in its distinctive fashion statements, such as ripped clothing and leather jackets.​

2. Iconic Collaborations:

   • Discussion on notable partnerships between musicians and fashion designers, highlighting how these collaborations have led to the creation of iconic styles and trends.​

3. Cultural Impact:

   • Analysis of how music-driven fashion trends reflect and shape societal attitudes, serving as a form of self-expression and identity for various communities.​

4. Contemporary Scene:

   • Examination of current trends where the fusion of music and fashion continues to evolve, with artists launching their own fashion lines and fashion shows incorporating live musical performances.​

Key Points:

Music Shapes Cultural Identity and Style

• Music is portrayed as more than entertainment—it's a cultural force that shapes how people express themselves, particularly through fashion.

• Movements like punk, hip-hop, and rave culture are highlighted as examples where music directly influenced what people wore. Fashion becomes a visible expression of musical taste and cultural alignment.

Music's Impact on Consumer Behavior

• The tempo and genre of music in stores can significantly affect how consumers shop. For example, slow music encourages browsing and thoughtful purchasing, while fast music triggers urgency and impulse buying.

• Music influences perceived product value—classical music can create a luxury atmosphere, while pop or hip-hop might evoke a more casual, street-style vibe.

Emotional Branding Through Music

• Music evokes nostalgia and emotional connections, which brands can use to create more memorable and loyal customer experiences.

• Example: Taylor Swift’s album re-releases are cited as a masterclass in nostalgia marketing, tapping into emotional memory to reignite fan loyalty.

Music as a Strategic Retail Tool

• Music is not just background noise—it’s a strategic branding tool. Companies like Brandtrack help businesses use curated music to shape brand perception and atmosphere.

• This practice, known as auditory branding, strengthens brand identity and enhances the customer journey in fashion spaces.

Key Points Likely Discussed:

• Historical Intersections: An exploration of how various music genres, such as punk, hip-hop, and rock, have given rise to distinct fashion trends.​

• Artist Influence: Insights into how iconic musicians have not only influenced fashion through their personal styles but also through collaborations with designers and brands.​

• Cultural Impact: Discussion on how music-driven fashion trends reflect broader cultural and societal shifts.​

• Contemporary Scene: Analysis of current trends where the fusion of music and fashion continues to shape modern aesthetics.​

What it says about music and culture in fashion:

• The article highlights "Brat Summer" as a defining moment where music, fashion, and attitude fused into a full cultural lifestyle. It wasn’t just about clothes—it was about embodying a feeling, mood, and ethos inspired by music and digital subcultures.

• These new “vibes” are not product-driven like micro-trends, but culturally expressive and immersive. They emerge from behaviours, music, politics, and social context, rather than simply from influencers or fashion brands.

• Fashion journalist Ashantéa Austin explains that a vibe “encompasses everything from behaviours and music to food and hobbies,” indicating how music is central to defining the emotional tone of these new fashion movements.

• The article argues that real-life culture, particularly music, now shapes personal style more than algorithmic aesthetics. Fashion becomes about living a mood, not just wearing a trend.

Key Details:

• Available Locations: The service is offered only at select stores in London (Regent Street, Covent Garden, Oxford Street, Battersea), Edinburgh Princes Street, and Manchester.

• Eligible Items: Customers can customise select UNIQLO items. Innerwear, certain outerwear, hats, and room shoes are excluded.

• Customisation Options: Customers can choose from a set of pre-made designs or submit their own drawings.

• Timeframe: Same-day service is possible, but subject to demand.

• Service Scope: Available for both new and previously purchased UNIQLO garments.

• Limitations: Customised items cannot be returned or exchanged. The service is not available online.

UNIQLO’s embroidery service is a physical, in-store offering that reflects the brand’s entry into customisation and personalisation, allowing customers to enhance their clothing with unique, creative details—although the lack of online integration currently limits accessibility.

Key Insights:

• Digital Identity Is Valued:
  Around 70% of U.S. consumers (Gen Z to Gen X) rate their digital identity as important. 65% value digital ownership, and 50% are interested in purchasing a digital asset—ranging from digital fashion to NFTs—within the next 12 months.

• Fashion Brands Are Already Responding:
  Brands like Balenciaga, Gucci, Louis Vuitton, Burberry, and emerging platforms like DressX and The Fabricant are experimenting with avatar skins, digital collections, and NFTs across platforms like Fortnite, Roblox, and League of Legends.

• AI and Metaverse Potential:
  The report outlines how customisable digital fashion will play a key role in self-expression in the metaverse, allowing consumers to build virtual wardrobes that reflect their tastes in real time—often informed by AI-driven styling tools and blockchain-backed ownership.

• Strategic Guidance:
  BoF offers a “playbook” for brands, advising them on how to start experimenting with digital assets—starting with gaming collaborations or digital-only capsule drops—before scaling toward full metaverse integration.

1. Generative AI as a Creative and Operational Tool

Generative AI enables fashion brands to co-create designs, generate 3D models, and test variations at scale, using inputs like sketches, mood boards, and consumer data. Designers can collaborate with AI to explore more creative options quickly and affordably, while maintaining a brand’s aesthetic identity.

2. Hyperpersonalisation at Scale

AI can personalise garments and shopping experiences based on individual preferences. For instance, eyewear can be tailored to facial topography, and online try-ons can reflect a consumer’s actual dimensions and taste. This creates more emotionally engaging and relevant products.

3. Customer Journey Enhancement

AI powers tailored virtual product try-ons, intelligent assistants, and multilingual chatbots, making the shopping journey smoother and more personalised—both online and in physical stores.

4. Marketing and Content Creation

Generative AI can rapidly produce personalised marketing materials, predict trends from unstructured data (like social sentiment), and even generate campaign visuals, video content, and avatars—enhancing storytelling while reducing outsourcing and production costs.

5. Product Development Acceleration

Instead of waiting for traditional forecasting, brands can now test design ideas faster, using AI to analyse real-time data across platforms. This leads to smaller, more targeted product drops with reduced waste.

6. Real-World Examples

In December 2022, designers in Hong Kong presented AI-generated collections using platforms like Cala, Fashable, and Designovel—demonstrating that AI-assisted design is not theoretical but already in practice.

1. AI-Powered Body Scanning
The app uses a smartphone camera and machine learning algorithms to capture a user’s body shape and measurements in real time. This allows for accurate, custom fit without the need for in-person tailoring or fitting sessions.

2. Generative Design Tools
Users can input preferences (e.g., occasion, style, colour, mood) and the AI generates unique, made-to-measure outfit designs. The system blends user input with trained fashion datasets to generate looks that are both personal and stylish.

3. Real-Time 3D Try-On
The app provides a virtual try-on interface, displaying how each garment would look and fit on the user’s actual body shape, using responsive 3D avatars. This feature reduces uncertainty, enhances the shopping experience, and helps users make confident decisions.

4. Seamless Production Integration
Once a user selects a design, the app can automatically generate technical specifications and size data to be sent to production, supporting an on-demand or made-to-order model.

Key Insights:

1. Generative AI Moves Beyond Hype

Retailers are now using AI not just to experiment, but to drive revenue and engagement. Brands are increasingly turning customer behaviour and purchase data into actionable insights—especially to target Gen Z, who adopt trends faster than previous generations.

2. Hyper-Personalised Marketing

Brands like Victoria’s Secret have used AI to tailor marketing emails based on individual preferences, leading to significant increases in conversion rates and revenue per message. Instead of mass messaging, customers now receive content curated for their age group, past purchases, and style.

3. Search and Shopping Experience

Swarovski has implemented “searchandise,” combining AI-powered search and merchandising. This system uses e-commerce and in-store data to customise recommendations and streamline the customer journey, contributing to a rise in sales and satisfaction.

4. AI-Powered Customer Support

Companies like Saks and Caleres are using AI assistants to improve customer service response times and make online shopping more seamless. These tools handle repetitive queries, freeing up human agents for more complex support needs—enhancing both efficiency and luxury service standards.

5. Global Race for AI Superiority

The article also discusses the international race in AI development. While U.S. retailers are making large investments, open-source models like China’s DeepSeek-R1 could change the playing field by offering scalable, cost-efficient alternatives—impacting how brands source and deploy AI.

1. Stitch Fix – Personalised Styling at Scale

• Combines AI-driven data analysis with human stylists to offer fully customised clothing boxes.

• Uses extensive client data (preferences, feedback, body shape) to continually refine AI recommendations.

• Scales personalisation effectively, allowing mass-custom delivery of highly individual fashion solutions.

2. The North Face – Conversational AI for Functional Fashion

• Implements a virtual shopping assistant using natural language processing.

• Suggests outdoor gear and apparel based on personal activity, weather, and lifestyle inputs.

• Enhances user engagement and loyalty by offering tailored suggestions and improving inventory precision.

3. ZARA – AI-Powered Trend Forecasting and Supply Chain

• Uses real-time sales and customer feedback data to inform design decisions.

• AI helps forecast trends and optimise production, ensuring the right products reach the right markets quickly.

• Supports ZARA’s rapid design-to-store turnaround, while maintaining relevance with consumer preferences.

4. Tommy Hilfiger – Digital Design Integration

• Partners with tech firms to integrate AI into the creative process, allowing designers to explore more ideas faster.

• AI tools are used to simulate how different fabrics, patterns, or cuts will appear and function, reducing sample waste.

5. Adidas – Custom Footwear and Sustainability

• Uses 3D printing and AI modelling to develop footwear tailored to an individual’s foot shape and performance needs.

• Enhances customisation through data gathered from customer movement and usage patterns.

• Supports sustainable production by reducing unnecessary material use.