The lingerie brand Cosabella tries to move closer to a successful brand – a lifestyle. The markets they want to expand include swimwear, pajamas, and sportswear. But before that, they studied past fashion shows and design drafts in order to seek inspiration.
However, this is not a designer, but artificial intelligence and machine learning. Through AI and machine learning methods, they let the computer "see" the past popular tailoring, color matching, etc., and then make predictions on new products.
Guido Campello, CEO of Cosabella explained why the company uses AI: “If we can make AI smarter, then our customers will be more loyal to the brand. The more customers respect our brand, we can continue to change the product. Better, everything from comfort, tailoring, material selection, etc."
In addition to Cosabella's sales in major chain stores such as Nordstrom and Bloomingdale's, they have established their own sales channels, but despite this, Cosabella's sales team is only 100 people, and for a company with great goals, it is difficult for them to dig deeper. The user data, then the future development of the product is even less guaranteed.
So last summer Cosabella began to seek new changes. They found the B2C marketing platform Emarsys.
"All things are AI"
Since then, Cosabella has begun to accelerate its pace, mainly because: they are able to offer more choices for products with outstanding sales performance at faster speeds and make adjustments for those products with poor sales as soon as possible. Their inventory strategy is also to minimize waste, while ensuring that reducing consumer shortages caused by inventory shortages.
In terms of e-commerce and online sales, AI can give Cosebella a lot of help: better customized e-mail, ad placement, product recommendations, and web pages themselves are also adjusted according to how the user accesses them.
This looks great, but it is not easy to deploy AI into existing systems. On the one hand, AI is not a master key after all. Another important reason is that not everyone understands this.
“The word 'AI' was chosen by everyone,†said Allen Nance, who is Emarsy’s CMO (Chief Marketing Officer). “Everything is AI, but nobody knows what it can do. But what is the best? Even if people are not willing to deal with large amounts of data, they still have very high expectations.â€
The situation of AI in the fashion circle is the same as other new technologies such as AR and VR—catch-22. The word comes from Joseph Heller’s novel of the same name. It is a paradoxical logic: if I have not been hired because I have no experience, I How can we gain experience? These new technologies will always make people feel that they can overturn the entire industry, but the giants are always standing by and waiting to see the progress of the situation. As a result, there has been no progress. However, the advantage of AI over VR is that it can have some influence on how the company operates internally.
“The attitude towards new technologies is always hesitant. Companies are reluctant to invest before they see market success,†said Mark Jarecke, who was the creative director of media giant Condé Nast and now founded the design consultancy Four32C. "For AI, people's concern is the lack of experience, but I think now we are like when the locomotive starts to speed up, then it will develop rapidly."
AI as a marketing tool
In 2015, The North Face and IBM’s artificial intelligence Watson partnered to launch an online personal store. When users shop on this site, they will first see a pop-up window that asks you to enter some information: for example, the weather conditions, for example, where you need to wear your clothes... According to this information, AI will return some of them. North Face jacket recommended.
(Recommended pages for The North Face and IBM Watson)
This smart product has become more and more common after more instant messaging software such as Facebook Messenger has launched chat bots. Tommy Hilfiger took out a Facebook Messenger chat bot at New York Fashion Week last year. Although the engineers designed 7,000 replies for it, these things still seem to be just like a marketing campaign for promotional campaigns. We can't get any useful data from it.
(Tommy Hilfiger's chatbot)
"A lot of companies are talking about data, but at the same time I don't know if their infrastructure is ready at all," said Nadina Guglielmetti of consultancy Huge. “They have a lot of data but they don’t know how to use it. Also, CMOs are always looking to do everything: PR, marketing, data utilization – but the problem is that they don’t put data at the top of the list, because fashion The industry is not like this."
So the result is that the industry’s understanding of data is very simple.
"Look at e-mail marketing. Basically these systems aren't built by CMOs. They look like young strategic people do," said Nance of Emarsys.
Early dawn
However, AI startups have already thought a lot about retailers. SupplyAI uses computers to predict consumer habits and helps sellers reduce returns. After Reick Brassard, the manager of Saks Fifth Avenue in the luxury chain, left, Propulse Analytics was founded. They helped consumers recommend products that fit the taste. Canadian retailer Frank & Oak reportedly had great interest after trying AI technology.
“Retailers are still worried about releasing control of their own data,†Brassard said. "It's like showing off their underwear to others. Fortunately, they recognize the importance of personalized recommendations and that they are not big data experts."
Mark Jarecke thinks that IBM Watson's previous attempts were very abrupt and even sly. He hoped that the combination of AI and fashion would make recommendations more elaborate: "In the entire consumer process, AI can help improve efficiency in subtle ways. I said Not only is it more convenient for consumers, but it also makes things easier for suppliers. At least it can save employees some time to do something else."
Finally, Cosabella’s marketing director, Courtney Connell, said that initially she also had a hard time accepting AI: “As a human being, we all want to have as much control as possible, but there are things we hate to do, such as Excel spreadsheets. If the fashion industry can understand these We will enter the next stage."
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