If there’s one thing we’ve learned from Blake Lively’s bold, often colorful, wardrobe, it’s that she knows how to make trends happen (remember when she paired camouflage pants with peekaboo boxers?). Most recently, the queen of fall fashion pulled out her cool-weather staples to remind us that combat boots can always offer a touch of contrast to an ultra-feminine look.

On Thursday, the actress was spotted out and about on one of her signature street-style strolls in New York City wearing the epitome of fall footwear: a pair of brown Dr. Marten boots. While the long-beloved boots may not have been getting the attention they deserve as of late, Lively’s look reminded us of how timeless the boots can be when styled correctly.

Case in point? The actress teamed her cool-girl boot with a classic autumn outfit formula that truly never fails: a pair of straight-leg jeans, a navy blue turtleneck, and a Houndstooth plaid Madewell oversized belted blazer. A coordinating blue denim Chanel quilted crossbody bag and a pair of AirPods provided the finishing touches to her OOTD. Lively styled her blonde hair in loose waves and tucked it into her turtleneck while she kept her glam very minimal with a bronzy complexion and glossy lips.

Blake’s divisive yet comfortable, lug-soled boot proves that combat boots are a staple that won’t be going out of style any time soon. And it’s especially good news considering the colder it gets, the harder it is to be practical and fashionable.

Source : In Style

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Everything from colourful gowns to extreme videography are all highlighted in Rock My Wedding’s 2024 Wedding Trend Report.

Next year will be “the year of unconventional weddings and personalisation”, Jennifer Read-Dominguez, editor of Rock My Wedding, said in the report.

“From non-traditional wedding venues and catering options with a less formal feel, to alternative wedding dresses and shoes that reflect your personal style. And let’s not forget the rise of wedding planning with a little help from AI.”

So what can we expect to see walking down the aisle in 2024?

Natural venues

Outdoor wedding venues and spaces surrounded by greenery will likely be a big theme next year.

From winery nuptials to beach weddings, outdoor ceremonies continue to carry over from the days of Covid restrictions.

Green decoration

Flowers are traditionally a big element of weddings – but they might become less important in 2024.

More couples are now going for lush greenery, with plants like eucalyptus and ferns, creating a vibrant, contemporary feel around them.

Extreme videography

Many wedding videographers are going the extra mile and capturing aerial shots and drone footage, providing a different view of your big day.

“This year, weddings have been driven by attention to detail and personalisation, and that trend will continue in 2024 and beyond,” Read-Dominguez told the PA news agency

“Now more than ever, couples want to ensure that their wedding feels like their own and reflects their personal style, as opposed to generic weddings seen all over Instagram countless times before.”

Colourful dresses

There has been a noticeable increase in brides donning coloured dresses, and this non-traditional choice is only becoming more popular.

Be it a quiet blush or champagne shade, or something bolder like a fuschia or royal blue, many people are stepping away from stereotypical white gowns.

Bridal separates

Outfit changes for the reception have become common, and separates are set to be the trendy choice in 2024.

“Modern brides are opting for multiple wedding day looks instead of a singular wedding dress. Additional bridal looks offer the chance to show off another side of their personality, while for others, it’s more about functionality,” Read-Dominguez explained.

Big bows

“After two years of mandated micro weddings, we’ve witnessed a revival of maxi weddings in 2023 with couples going all out for their big day – and this trend is continuing into 2024,” Read-Dominguez said.

“The ‘go big or go home’ trend has extended into bridal accessories, and oversized bows will make a real impact next year.”

Bows have proved a big trend on the catwalk in recent months – particularly seen during Simone Rocha’s spring/summer 2024 London Fashion Week collection – and this will likely make its way into bridalwear.

Short veils

Cascading, long and dramatic veils are out.

“Brides are now playing with tradition by wearing short bridal veils, which are fun accessories that still look elegant, while expressing their individual style,” Read-Dominguez said.

Edible favours

More people are settling on edible favours instead of knick-knacks that may go to waste.

They can give your wedding a unique touch – with options including personalised biscuits or locally produced items like honey or olive oil.

Source : RTE

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Katrín Þorvaldsdóttir’s Reykjavík home is a temple of seaweed. Looped around her neck as jewellery, mounted on the wall in theatrical masks and embedded in intricately woven high-fashion clothing, it is everywhere.

But other than a light, sweet seaweed scent drifting through her workshops, the material is not immediately obvious. Some of the objects look like leather, others like animal skin or lace. Adorning a jacket on a mannequin, it looks too beautiful to pass as seaweed.

The artist, who has been working with the material for 30 years, says seaweed has huge potential for use as a sustainable material for design.

“When I started using seaweed they said ‘you are crazy’. So then I thought ‘then I’m doing something right’,” says Þorvaldsdóttir over coffee in her candlelit kitchen. “My mission in life is to bring out the beauty in life and in seaweed.”

The artist has worked in theatre as a puppeteer, mask maker, costume maker, and production designer, and in drama-based teaching. She is now working on an exhibition to be held in Iceland next year.

Despite being the world’s second largest global aquaculture product by volume, seaweed is usually associated with food rather than as a material. And that’s a mistake, says Þorvaldsdóttir. “Everyone is focused on seaweed as a food and nothing else.”

She often works with younger designers and makers to help unlock the potential of seaweed as a material for future generations. “Some want to continue and others not because it is a new material and it doesn’t come instead of anything,” she says. “I can see people are getting more aware that the textile industry is so polluting, and the only way we can correct that is our attitude towards how we treat ourselves.”

But seaweed is not a straightforward material to work with. First, Þorvaldsdóttir goes to the shore to select her material, negotiating slippery rocks and, on occasion, whirlpools. Seaweed varies enormously from piece to piece, depending on where she finds it, as well as between types.

“The same kind of species, like Saccharina [latissima, also known as sugar kelp and kombu] and [Laminaria] digitata [also known as oarweed] – they can be very, very different,” she says. “And the reason is very simple. Because it is brought up in different currents and in different environments.”

The Laminaria digitata in Reykjanes, a peninsula in south-west Iceland, she adds, is made stronger by the powerful waves of the Atlantic current, making it ideal for use in making shoes. Saccharina latissima, meanwhile, varies hugely. “I never find two alike. Never.”

Before she works with the seaweed, she collates and bags it, labelled with the place and date of collection, and applies a secret sustainable treatment. In one of her workshops lie neat piles of treated seaweed tendrils, which, she points out, all have different features. In another room, the material is being treated on hangers. “It’s a forest of seaweed,” she says.

Among her influences are the late British designer Alexander McQueen – who she says “goes all the way, he’s so sincere” – the Japanese designer Rei Kawakubo and the music of the Icelandic musician Björk. She says she has also been shaped by the writing of the late Icelandic author Guðmundur Páll Ólafsson and the US marine biologist Rachel Carson.

She first came to the medium of seaweed after she left Spain, where she used to live, and was no longer able to get the recycled paper she had used to make puppets.

Working with seaweed is a craft, she says. “It is not ‘just take this and design out of the blue’. You have to know the material, you have to listen to the material, so it takes time.”

From cosmetics, food and clothing to water containers – as demonstrated in the 2019 London Marathon, where seaweed capsules were distributed to runners instead of plastic bottles – the potential for seaweed is vast, Þorvaldsdóttir believes. Her work with it has made her optimistic about the future. “We’re on the right path,” she says.

Amid modern life’s demands for instant gratification and fast results, she says it is important to have patience when it comes to progress. “We have to just remember it takes time, and then just go deeper and deeper and hold on for longer, and not give up.”

Source : The Guardian

The post Off the Wrack: the Designer Using Seaweed to Create Art and High Fashion appeared first on Couture Asia.

Kerby Jean-Raymond was tapped by Canada Goose to spearhead its latest collection. The designer founded his brand Pyer Moss in 2013 on the premise of moving Black culture forward with storytelling in his pieces. This nine-piece range is reminiscent of the Pyer Moss couture show in 2021 when he became the first Black designer to show during Paris Couture Week. The couture presentation which consisted of Pyer Moss’s signature bold primary colors have made a return in 2023 in the form of a warm parka, a puffer, and anorak jackets as well as overalls and a pair of boots. 

The parka is a staple in the range, it features a dynamic yellow, hue and also the color black. These tones make for a striking combination that appears on Canada Goose’s classic quilting. The jacket is a piece that we imagine selling out immediately. It’s made from breathable recycled leather, which is a water-repellent and resistant fabric. The details are the best part: a D-ring attachment to the patch chest pocket and co-branded backpack straps.

CANADA GOOSE

“I am proud to announce my collaboration with Canada Goose which illustrates luxury performance and design. Together we have created something truly bold, vivid and functional that delivers on comfort and warmth,” Jean-Raymond shares in a statement. “These pieces are a new take on the dynamic style that I grew up with in Brooklyn, reimagined in a way that they can be worn anywhere from urban adventures to expeditions in the wild.”

CANADA GOOSE

Accompanying the release of the line is the debut of a short film by both brands directed by Jean-Raymond. The capsule collection is out now on canadagoose.com. Prices retail from $275 to $1,550 while sizes range from 2XS to 2XL.

Source : ESSENCE

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Factorie, a global youth fashion brand with outlets at local retail malls, has partnered with the rapper for their summer range. 

This makes her the first local celebrity to be the face of the global fashion brand.

The media personality, professionally known as Moozlie, has dabbled in numerous ventures throughout her career.

Dream come true

She shares that she used to think about collaborating with the brand while shopping in-store.

Speaking to Sunday World Nomuzi said she gets most of her inspiration from the top of her head.

When she first got into the industry she wanted to merge a Rihanna and Brenda Fassie style.

“I think I am my own fashion icon because I have different looks and vibes that I bring out every day,” said Nomuzi.

She started with television when she won the MTV VJ Search for the year 2012, moved to music, and is now in the creative space.

Nomuzi said in the next 10 years she will be culminating all the things she has done into one amazing fireball.

More than just a brand

The rapper said she hopes to have her own fashion label one day and it is something she thinks about every day.

“I think I have built my brand to a point where I can’t just put my name on a T-shirt and call it a brand,” she said.

“It should be something amazing and out of this world, but it will happen, sooner or later.”

During the Covid-19 pandemic, she realised that the world is going to close one day. 

She noted that when that happens, she would still need to make money.

“When Covid-19 happened, I really tried to figure out what is it that I can do beyond gigs, performing, and being outside.

“That is when I started doing creative directing with local brands, which culminated in me doing my work at ERA by DJ Zinhle.

Next chapter

“I think it was a seed that was planted at the time.

“It has taken a few years to germinate and I feel like right now we are sitting under a tree.”

She has taken a break from doing music and plans to give her fans new music in the upcoming new year.

She said: “I was in a relationship for eight years, where I worked with my ex-boyfriend.

“He was also my manager and executive producer for five years.

“So I am really having to figure it out, which is why I took this year to figure things out by myself.”

Source : Shwashwi

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That said, there are some “sexier” fall-time staples, with knee-high boots at the forefront of the fashion scene right now. Just take a look at some celebrity street style moments: So many A-listers have been stepping out in timeless tall boots that are ideal for people of all ages, with Naomi Watts’ look — a three-piece combo — winning all sorts of awards (okay, from me at least!). 

Watts never fails to churn out an ensemble that’s stylish, elegant, and simple, and her latest is the perfect proof. The actress stepped out in New York City on October 19, wearing the easiest ‘fit that looks ultra luxe but is really a stress-free combo. She opted for a fitted turtleneck maxi dress, a structured black, pinstripe blazer, and last but certainly not least, tall black leather boots that are the hero shoe for fall 2023. 

Vince Camuto Sangeti Knee-High Boot

Buy on Nordstrom$229

Steve Madden Lavan Pointed-Toe Knee-High Boot

Buy on Nordstrom$170

It’s no secret that fall is associated with boots, and while there are a slew of styles — from ankle to cowboy to suede — I’m keen on the sleek, black boot that’s timeless, highly versatile, and subtly sexy. In fact, I wait all year for the temperatures to drop because it means I can finally wear my knee-highs. Not only do they look super luxe, but they’re also one of my favorite wardrobe hacks; wearing tall boots that offer ample leg coverage allows you to extend the life cycle of summery midi skirts and dresses because the high silhouette covers any areas that might be exposed to the crisp fall air. Aside from being a smart shoe, it also takes any simple look to new heights. 

Knee-high boots can be worn with mini skirts, underneath maxi dresses, or with wide-leg pants (tucked or untucked into the boot shaft). TL;DR? The styling options are endless, making them a worthwhile addition to your closet. And yes, I own more than one pair, though I’m currently playing favorites with these super sleek Inez Paloma Boots that are among the comfiest I own. 

Shop black boots, below. I promise you’ll be living in them for the next six months. 

Get the Look:

Inez Paloma Boot
Shop now: $478; inez.com

Sam Edelman Sylvia Knee-High Boot
Shop now: $200; nordstrom.com

Reformation Nylah Nappa Knee Boot
Shop now: $448; thereformation.com

J.Crew Stevie Knee-High Boot
Shop now: $328; jcrew.com

Franco Sarto Lyla Knee-High Boot
Shop now: $180; nordstrom.com

Scarlett Chase Lola 75 Stretch High Boot
Shop now: $725; scarlettchase.com

Source : In Style

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AI Growth And Market Influence

Goldman Sachs Research suggests that AI could be the driver of about $7 trillion in global economic growth over the next decade, potentially increasing annual global GDP by 7%. This projection places AI as a pivotal force in driving productivity and long-term economic expansion. As cloud computing’s successor, generative AI is poised to spearhead corporate software innovation and monetization, with industry giants like Microsoft Corporation and Alphabet Inc. already investing billions to capitalize on this trend. Perfect Corp. is positioning itself to capture the AI market’s exponential potential within its own niche of beauty, fashion, photo and video editing and digital avatars.

Perfect Corp: An AI-Centered Leader

At its core, Perfect Corp. embodies an AI-centered philosophy, integrating AI and augmented reality (AR) technologies to revolutionize customer engagement for global beauty, skincare and fashion brands. Its clientele spans prestigious brands and retailers, including The Estée Lauder Companies Inc., Coty Inc, Walmart Inc., Amazon.com Inc. and Alibaba Group Holding Limited, leveraging Perfect’s AI solutions to boost customer engagement, conversion rates and sales.

Innovative Applications And User Engagement

With flagship apps like YouCam Makeup and YouCam Perfect, Perfect Corp. has created an ecosystem where users can explore and express their beauty preferences through virtual makeup try-on, hairstyle try-on, body editing and more. These apps offer a blend of AI-driven features that cater to a diverse user base, enhancing the digital beauty and editing experience. Moreover, the YouCam AI Portrait & Avatar Generator invites users to delve into the metaverse with hyper-realistic digital avatars, reiterating Perfect’s prowess in creating unique, engaging user experiences through a freemium business model.

Synergistic Business Model

Perfect Corp.’s true unique selling proposition (USP) is that it caters to both enterprises and individual consumers through its AI engine and applications. The company’s business model integrates its advanced AR and AI technology to serve the B2B and B2C markets using identical technology, capitalizing on a synergistic approach across sectors. This unique business model enables a dynamic feedback loop where consumer engagement directly fuels enterprise solutions, fostering a cycle of continuous improvement and innovation across both business fronts.

Market Opportunities And Expansion

Perfect Corp.’s technological footprint in the beauty industry is underscored by its strong partnerships with more than 625 global beauty, skincare, and fashion brands and its 1 billion app downloads. With its recent expansion into new verticals, including luxury watch and jewelry Virtual Try-On (VTO), skin diagnosis, hairstyle and accessories, Perfect seems poised to present multiple additional growth opportunities. Furthermore, as brands experience strong return on investment (ROI) from these immersive and interactive AI/AR solutions, Perfect can enhance its market presence by offering an increased range of product variations (SKUs), additional modules and expanding its regional deployment through existing brand clients.

Market Projections

The augmented reality market is estimated to grow at a CAGR of 31.5% over 2021-2026 to reach an estimated value of $88.4 billion, driven by growing demand for AR in e-commerce and healthcare, while the photo editing app market is on an incline, projected to reach $402.37 million by 2030. This growth trajectory is propelled by technological advancements in camera products and software capabilities, which are integral to Perfect Corp.’s offerings. With AI and AR as the backbone, Perfect Corp. seems well-positioned to capitalize on the growth of this expanding market, especially as technological advancements continue to lower the technical knowledge required to edit photos.

Picture Perfect?

Perfect Corp exemplifies the integration of AI and AR into consumer-centric business models, offering a seamless, immersive experience that blurs the lines between the virtual and the real. With its growing success at democratizing beauty and fashion technology and its ongoing commitment to innovation, Perfect Corp. is positioning itself as a promising niche player in the expanding AI landscape.

Source : Yahoo Finance

The post How Perfect Corp (NYSE:PERF) Is Integrating AI And AR To Transform The Global Beauty, Skincare And Fashion Industries appeared first on Couture Asia.

Royal wedding dresses over the years have become historic artifacts, made available for thousands to see in person at royal palaces and museums, in addition to the millions able to study closely each design through news footage and photographs.

Here, Newsweek looks at six iconic royal wedding dresses that have made fashion history.

Queen Victoria

Queen Victoria’s wedding dress, worn to her February 1840 wedding to Prince Albert at St James’s Palace in London, is perhaps the most influential wedding dress of all time.

The elegant full-skirted gown with close fitting bodice and bateau (boat) neckline is credited with being the dress that started the tradition of brides wearing white on their wedding days.

Until then, women had been married in whichever of their clothes had been their best, owing to the high price of textiles. Royal brides and aristocrats had ordered new dresses but these were usually in rich fabrics of any color, including cloth of gold or silver.

When marrying Albert, Victoria wanted to do so in a way that did not highlight the fact she was a queen and he a mere prince. Therefore she did not wear a crown, tiara or robes of state. Instead she wore a wreath of orange blossoms in her hair and the simple white gown.

The queen’s choice soon set a trend replicated by women throughout Britain and, through colonial rule, the British empire around the world, contributing to the tradition still observed today.

Queen Elizabeth II

When Princess Elizabeth (later Queen Elizabeth II) married Philip the Duke of Edinburgh (later Prince Philip) in 1947, she did so as Britain was still feeling the aftereffects of World War II, when clothing and food items were still rationed.

The wedding dress became a symbol of Britain’s post-war recovery, and Elizabeth appointed favorite royal fashion designer, Norman Hartnell, to undertake the commission.

Hartnell based his design on Botticelli’s Primavera painting, embroidering the symbols of spring onto the long-sleeved gown with open neckline and fluted skirts.

Princess Grace of Monaco

A Hollywood fairy tale came true in 1956, when Oscar-winning American actress, Grace Kelly, married Prince Rainier III of the small principality of Monaco in the French Riviera.

Kelly married at the Prince’s Palace and Saint Nicholas Cathedral wearing an elegant white gown with full skirts bound at the waist with a wide band from which fell a train, and a close-fitted bodice with lace overlay and sleeves.

The dress was designed by Hollywood costume designer, Helen Rose, and has formed the basis of a number of famous wedding gowns in the years since, including the one worn by the Princess of Wales at her 2011 wedding to Prince William.

Princess Diana

Princess Diana’s 1981 dress worn for her marriage to Prince Charles (now King Charles III) at St Paul’s Cathedral was an exercise in 1980s excess.

The gown, designed by David and Elizabeth Emanuel, featured layers of ivory silk taffeta with a bell-shaped skirt and close-fitted bodice, accentuating the bride’s small waist with oversized puffed sleeves and ruffled neckline.

Department stores hired teams of dressmakers to create replicas of the dress after it made its debut at the cathedral on July 29, 1981, and after the princess’ untimely death at the age of 36 in 1997, it was inherited by her two sons, Prince William and Prince Harry.

Princess of Wales

When Kate Middleton married Prince William in April 2011, she surprised some fashion followers by appointing Sarah Burton from Alexander McQueen to design her all-important dress.

The McQueen label is known for its out-of-the-box designs, drawing on dark themes combined with British heritage and expert tailoring.

The resulting dress was classic in its aesthetic, drawing some inspiration from Grace Kelly’s 1950s gown with the sweetheart neckline bodice overlayed with lace-paneled neckline and long sleeves.

Where the McQueen twist was implemented was in the expertly tailored skirt which featured engineered silk panels, designed to fan perfectly to their full volume as Kate took the long walk down the aisle of Westminster Abbey.

Duchess of Sussex

Meghan Markle broke away from the traditional British royal custom of ordering her wedding dress from a U.K. designer, instead looking to the haute couture salons of Paris for inspiration.

Meghan’s gown was made by Givenchy, designed by creative director Clare Waight Keller, and was the height of simplicity in its longline shape with open neckline falling to the peak of the shoulders and paneled train.

Meghan’s dress was accentuated by the cathedral length veil, which was embroidered with all the floral emblems of the Commonwealth nations as a nod to the institution she was marrying into.

Source : News Week

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Platforms like La Reina, Anka, Oyoyo, Klasha and Kisua are showcasing African styles to worldwide audiences while empowering designers and artisans. Through e-commerce, digital tools and new business models, these startups are transforming how African fashion is created, marketed and sold across the continent and globally.

La Reina: Rent Designer Fashion for Special Occasions

Founded in 2016 in Egypt, La Reina allows women to rent evening gowns, bridalwear and accessories from each other and top brands. Users earn money by lending their dresses via the peer-to-peer platform. La Reina has generated over $200,000 for dress owners to date.

The startup recently launched a subscription box service called “The Box,” sending subscribers new rental outfits weekly. The curated boxes provide affordable access to designer fashion for special events. La Reina handles dry cleaning and shipping logistics.

Targeting Egypt’s $10 billion e-commerce market, La Reina raised $1 million in 2018 from VCs Algebra Ventures and 500 Startups. The funding helps scale its lending marketplace and subscribe-to-rent model.

Anka: Global Marketplace for African Fashion and Crafts

Ivorian startup Anka connects over 7,000 African designers and artisans to global consumers. The online marketplace features fashion, accessories, art and home decor representing Africa’s creativity and heritage.

Anka’s tools help sellers manage e-commerce operations from inventory to marketing. By expanding its reach beyond local markets, Anka empowers African creators to grow their brands and incomes. The startup has raised $11 million from Partech and Orange Ventures.

Oyoyo: Digital Tools to Boost Traditional Fashion Businesses

Nigerian fashion tech app Oyoyo is transforming the local industry by digitising traditional businesses. Designers, tailors and weavers create online profiles and promote their skills and products.

Oyoyo’s measurement feature converts customer data to patterns, increasing efficiency. Automating tasks like order and communication management frees artisans to focus on design. Still bootstrapped, Oyoyo unlocks growth for fashion micro-enterprises.

Klasha: Fast Fashion for Young African Consumers

Klasha sells trendy, affordable fashion from global brands to African millennials. Founded in Nigeria in 2017, Klasha offers fast delivery and local payment options in Nigeria, Ghana, Kenya and South Africa.

Klasha applies data analytics to optimise inventory, pricing and marketing. By understanding user needs and preferences, the startup enables easy online shopping for young Africans. Klasha has raised $1 million from investors, including Techstars.

Kisua: Contemporary Fashion Blending African Traditions

South African startup Kisua collaborates with designers across Africa to create exclusive collections fusing traditional techniques with modern aesthetics. Kisua sells globally via e-commerce and distribution hubs in Africa, the US and Europe.

Founded by Ghanaian economist Sam Mensah Jr., Kisua addresses infrastructure and distribution challenges facing African fashion. The platform also funds designers through its Kisua Design Fund.

With over $1 million raised, including IFC and Rockefeller Foundation backing, Kisua increases global opportunities for emerging talent. The startup has attracted celebrity attention, with Beyonce sporting Kisua designs.

As these startups demonstrate, technology can drive solutions to unlock African fashion’s potential. From new e-commerce models to digital tools for artisans, innovation is removing barriers to growth while connecting African designers with global audiences. By empowering creators, showcasing Africa’s textiles and cultures, and building world-class distribution, fashion tech companies are positioning the continent for phenomenal expansion.

Source : Tech In Africa

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A new study created by Vogue Business and Google found that the incorporation of AI enhancements by brands has the potential to significantly boost brand perception, drive loyalty and improve consumer spend. The research, which surveyed 2,976 luxury fashion consumers across the US, UK, Italy and France, aimed to investigate how the introduction of AI tools impacts both the perception of brands and purchase intent of shoppers.

The research identified three distinct consumer mindsets, each with their own specific priorities and values driving their shopping choices: purists, expressionists and activists. By diving into the unique values of these three key groups and the beliefs that unify them, brands can better understand how AI can impact brand perception and consumer behaviour for each group. Additionally, the research reveals at which points in the purchasing journey shoppers are influenced by AI, as well as new opportunities for using AI in the future. Purists are connoisseurs of tradition, prioritising authenticity, craftsmanship and the pursuit of refined garments. Activists are conscious consumers drawn to brands that align with their values, particularly when it comes to social impact. Expressionists seek to stand out from the crowd by maximising their individual style and selecting brands that represent a joie de vivre.

Persuading purists

Purists are the most engaged consumer groups when it comes to practical solutions offered by AI, such as personalised deals (37 per cent say this would encourage them to purchase from a brand) and recommendations (62 per cent). Collectively, those solutions have the potential to add up to 17 per cent more revenue. With this consumer group making up 69 per cent of consumers, personalisation becomes key to the widespread adoption of AI in the customer journey, and it’s this use case for AI that brands should tackle first for a quick win.

Beyond the purist group, investment in personalisation is shown to offer short-term gains across all three consumer mindsets, with nearly half of consumers (47 per cent) saying they would be prepared to spend up to 20 per cent more on in-store personalised shopping, while a third of those questioned (33 per cent) say they would be willing to pay up to 10 per cent more.

Appealing to activists

Longer-term opportunities within AI should not be ignored, such as improving sustainable development throughout the supply chain, which could boost spend and loyalty for activists. Over half (51 per cent) of respondents were driven by durability when choosing a brand, and, combined with classic, enduring styles (which 50 per cent are most drawn to), which prolong the life of a garment and help reduce landfill. Interestingly, activists appear to adopt a “buy less, buy better” mantra by making fewer purchases but spending more when they do. Over a quarter of activists (26 per cent) spent in excess of $5,000 on luxury fashion in the past year. Significantly, 72 per cent spent over $2,000, far exceeding the other consumer groups at 65 per cent and 67 per cent for purists and expressionists, respectively.

Nearly a third (31 per cent) of all the consumers surveyed are prepared to pay 20 per cent or more for more sustainably designed garments, with this figure rising to 36 per cent for the activist group, indicating that they are willing to spend more on brands using AI to align with their values.

Enchanting expressionists

Almost a third (31 per cent) of activists believe AI will complement the work of designers in improving design — the same number as those who think the synergy between AI and designers will lead to improved sustainability. Meanwhile, 27 per cent of the most traditional group, the purists, believe AI will enhance human creativity. However, it’s the expressionists who are willing to spend more on better design, with 72 per cent of the group being willing to pay more for the better design of a garment using generative AI.

Generative AI is not only helping with product design and textile prototyping but also has significant potential to improve brand communication. Conversational AI tools, such as Bard, offer valuable opportunities for marketers, writers, and copywriters to enhance their creativity by gaining insights, brainstorming together and collaboratively crafting compelling stories for consumers. ​​Most of the expressionist group (82 per cent) would be willing to pay more for brands that create exciting and engaging marketing materials using generative AI, while over a third (39 per cent) of respondents are keen to see AI employed more in communicating the heritage and story of a brand.

Consumer mindsets are dynamic and subject to change based on context and circumstance. It is within this fluidity that AI emerges as a powerful ally for brands. AI’s ability to adapt to consumers’ contextual intent allows it to cater to evolving needs of all consumer types and their expectations. In turn, the adoption of AI solutions is not just a technological advancement but a strategic one too. To read the full report, download via the button below.

Source : VOGUE Business

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