FASHION IN THE TECH ERA: THE UNSTOPPABLE TRANSFORMATION

 Fashion, as a cultural expression and identity manifestation, has undergone a fascinating metamorphosis in the tech era. In this scenario, artificial intelligence (AI) emerges as a disruptive force that not only reshapes how garments are designed and produced but also how consumers interact with fashion as a whole. Leading examples of this radical change can be found in powerhouse brands like Zara and Mango, which have embraced AI to foresee trends and personalize the customer experience. The fashion industry has been for a long time an opportunity to try the newest applications of technology, setting trends and trying to enhance the fashion to creativity. In recent years, it has adopted advanced technologies, including artificial intelligence (AI) and virtual reality (VR).

These innovations are creating trends that are changing everything from design to consumer products, and creating vibrant, dynamic businesses. Artificial Intelligence is already leaving its mark on fashion design, as it assists designers, analyzes consumer behavior, and streamlines operations. This intelligence can be used to design new clothes in relation to consumers' previous purchases. Big brands that everybody knows are implementing these technologies to their business. For example, Mango has launched its own generative AI platform called LISA. This platform will help employees, and partners, will improve everything from collection development to after sales service, at the same time they are reinforcing the company's digitization process. At the same time in the stores, they are implementing these technologies in the fashion showrooms that have transformed to adapt to the digital age.

 How its implemented by the big companies

Zara, renowned for its agility in staying ahead of trends, has woven artificial intelligence into its creative and production processes. Using advanced algorithms, Zara meticulously analyzes sales data, consumer preferences, and emerging trend signals to accurately predict which garments will be coveted in the near future.

This data-driven approach allows Zara to swiftly adjust its product offerings, reducing production times, and minimizing financial risks. On the other hand, Mango has ventured into AI to personalize the shopping experience. Algorithms carefully study purchase histories and customer preferences, offering highly personalized recommendations through their online platforms. This ability to anticipate individual needs has not only strengthened customer loyalty but has also significantly boosted sales. While AI transforms how fashion is designed and sold, virtual reality (VR) has made a powerful entrance, especially in physical stores. VR has enabled the creation of immersive shopping experiences that go beyond trying on a garment. 

Innovations like virtual mirrors, allowing customers to visualize how a garment would look in different colors or styles, have enhanced purchasing decision-making. Virtual fitting rooms with augmented reality have found their niche online. The big companies like L'oreal have implemented tools that enable customers to virtually "try on" their products from the comfort of their homes. This approach not only enhances the online shopping experience but also reduces the need for returns, as customers gain a better understanding of how a product will look in reality.

Adaptation and success in the tech era of fashion 

Artificial intelligence and virtual reality converge masterfully to redefine the online shopping experience. AI-driven virtual shopping assistants comprehend and respond to customer queries, offering a personalized service that exceeds expectations. Additionally, VR has been deployed in creating virtual fashion shows, allowing consumers to attend exclusive events from the comfort of their homes. 

These technological amalgamations not only yield benefits for businesses but also transform the customer experience, creating more personalized and efficient interactions. However, the implementation of these technologies also poses ethical and privacy challenges that must be diligently addressed. In the face of this technological revolution in fashion, adaptation becomes the key to success.

Companies must be willing to embrace innovation and integrate emerging technologies into their business models. Agility and a willingness to learn and evolve are critical elements in this ever-changing landscape. The effective implementation of AI and VR requires a deep understanding of customer needs and preferences. Ethical data collection becomes essential, ensuring that personalization does not compromise privacy. Additionally, accessibility and inclusivity must be paramount considerations to avoid a technological gap and ensure that these innovations are accessible to all. In conclusion, fashion and technology are weaving a fascinating and interconnected future. Zara and Mango are just two examples of how artificial intelligence has revitalized the way fashion is conceived and marketed. 

Virtual reality has elevated the shopping experience to new heights, combining the physical and digital worlds in ways never before imagined. Adapting to these changes is crucial for continued success in the fashion industry. 

Technology is not just a tool but a creative partner that can empower individual expression and redefine standards of elegance. As we venture into a future where technology and fashion are intrinsically interconnected, the key is to embrace innovation responsibly, guided by the vision of a world where creativity and technology fusion to create a unique and immersive fashion experience. Now its not just about shopping, we are talking about experiences that are similar to going to the movies or to a theme park. It's about providing the consumer with an experience they'd want to repeat.

The blending of Artificial Intelligence, virtual reality, and the changes in how showrooms and fitting rooms work in the fashion industry isn't just a passing trend. It's a big change that will have long-lasting effects. Fashion retail is moving more towards focusing on customers, being inclusive, sustainable, and relying on data.TWhile challenges exist, fashion brands that use this technology-driven future stand to benefit from enhanced customer engagement and operational efficiency. As technology continues to advance, these innovations will continue to reshape and redefine the fashion industry. 

To show how this technology is implemented nowadays, I want to show you one of the most viral moments in Fashion that happens in 2022. It was made by the designer Coperni, who, thanks to the technology and advances that we currently find, made a dress for the supermodel Bella Hadid with a spray directly on her skin, transforming it into fabric. If you want to see it, I´m adding the video. 

ALICIA OCHOA 

BIBLIOGRAFIA:

https://www.escueladesarts.com/blog/moda-tecnologica/

https://culturainquieta.com/es/lifestyle/item/20139-moda-y-tecnologia-el-futuro-sostenible-dela-industria.html 

https://ticnegocios.camaravalencia.com/servicios/tendencias/tendencias-tecnologicas-en-elsector-de-la-moda/ https://audaces.com/es/blog/moda-tecnologia

https://audaces.com/es/blog/realidad-virtual-moda https://www.dell.com/es-es/blog/la-industria-de-la-moda-se-transforma-hacia-la-realidad-virtu al/ 

https://es.fashionnetwork.com/news/Google-lanza-un-probador-de-ropa-virtual-con-inteligen cia-artificial-en-su-buscador,1526478.html

https://www.ciospain.es/virtualizacion/mango-convierte-los-probadores-digitales-en-realidad

https://fashionunited.es/noticias/empresas/mango-implementa-y-escala-en-el-uso-de-ia-gen erativa-con-lisa-su-propia-plataforma-conversacional/2023100441706