Fashion industry: how online fashion retailers are revolutionising online shopping 

The fashion industry is driven by the rapid development of artificial intelligence (AI), which plays a key role in every stage of online fashion retailers – from customer interaction to production optimisation to the creation of innovative functionalities. In an era where shopping is increasingly taking place on mobile devices, brands are adapting to new consumer expectations by introducing advanced technologies that not only streamline the shopping process, but also enrich and make the shopping experience more enjoyable.

AI-based features are revolutionising the way customers discover new products, make purchasing decisions and interact with brands, with a focus on supporting and inspiring users. An analysis of various online shops allows us to distinguish two main strategies for customer care: support and inspiration. AI helps users with the practical aspects of shopping, such as choosing the right size or finding interesting products quickly. Inspiration functions, on the other hand, such as suggesting styles or recommending matching clothes, allow customers to discover new fashion ideas and create unique ensembles.

Let’s take a closer look at those functionalities that online shops are implementing to better meet the needs of their customers and make the shopping experience more engaging and satisfying.

Helping: the virtual stylist

Virtual stylists are becoming a key component of modern online shops, offering customers a bespoke service as a personal fashion advisor. Thanks to advanced natural language processing (NLP) and artificial intelligence (AI) technologies, these innovative chatbots can act as professional stylists, tailoring their recommendations to individual users’ needs.

The AI virtual stylist works in practice by gathering detailed information from the customer about their needs and preferences. The process begins with an interactive chat conversation or the completion of a simple questionnaire in which the bot asks questions about fashion preferences such as the type of product sought, favourite colours, style, budget, etc. Based on the data collected, the AI carries out an analysis of the available options in the shop and provides the customer with recommendations that best suit their individual requirements.

For example, if a user is looking for a new navy blue shirt, after completing a survey or talking to a virtual stylist, they will be redirected to a page of recommended shirts that are available in the right colour and match their style.

Helping: the perfect size

Nowadays, users can fine-tune product sizing and select the right size on the shop page using modern tools that go beyond traditional size charts or standard forms.

The first innovative solution is the use of photos of models that show the product in the context of different body parameters, such as sleeve length or shoulder width. Thanks to the visuals, customers can see how the product will look on a person of similar dimensions, making it easier to assess whether a particular size will be suitable.

Another advanced functionality is the ability to scan the parameters of the silhouette using the camera on the phone. Customers can upload their measurements directly from their mobile device and, based on the collected data, the AI system precisely selects a product from the relevant collection, taking into account special features of the silhouette, such as unusual proportions or individual dimensions.

A final innovation is a feature that allows products to be compared with sizes worn by models or other shoppers. Thanks to photos of models with dimensions and size information provided, customers can see how a product lies on people with the same proportions, allowing them to get a better fit and understand how the product will look on themselves.

Helping: image search

Visual search and image recognition technology, based on artificial intelligence, is dramatically changing the way customers browse and buy fashion online. Thanks to this innovation, users can now find products through images, significantly enriching their shopping experience, making it more intuitive and satisfying. Algorithms that analyse images can recognise matching colours, patterns and styles across the wide range of products available in the shop. Customers who enter a photo are immediately presented with results with similar products, available in different sizes and variants. They then have the option to filter the results by size, sort by preference and add products to favourites. This simplifies the shopping experience and allows them to quickly navigate to the product page where they can read additional information and make a purchase. This significantly enhances the shopping experience, allowing customers to easily navigate the range and make choices based on their personal preferences.

In addition, as part of this technology, customers can access a styling tab. It allows them to see how and with what to wear specific products, allowing them to better match clothes to their current style or discover new inspirations. Such functionality not only helps to select the perfect products, but also inspires customers to create new, fashionable ensembles that suit their individual needs and tastes.

With this:

• We save our customers time: We help them quickly find products that suit their needs without having to search through hundreds of pages and categories. The buying process is accelerated, eliminating manual sorting and filtering of the offer.

• We care about personalisation: Customers receive proposals according to their tastes and requirements, making it easier to choose the right products.

• We adapt to specific needs: We help in the search for clothes for a specific occasion or to match the client’s style with current fashion trends.

• We reduce the risk of misguided purchases: Precise recommendations that take individual preferences into account reduce returns and increase purchase satisfaction.

• Enriching the shopping experience: thanks to NLP and AI technologies, an interactive conversation with a virtual stylist makes the shopping experience more interesting and engaging.

• We help you size accurately: By visualising on models, customers can realistically assess how the product will look on a person of similar size, making the decision easier.

• We are increasing personalisation: Products are better tailored to specific body proportions, which is particularly important for people with unusual dimensions.

• We care about the convenience and efficiency of the shopping experience: Customers can quickly find the perfect size without the need to try on or return, making online shopping less stressful and more comfortable.

Inspiration: presenting styling

One of the most popular ways to inspire users is to create special categories on the site where styles are showcased, from both shop customers and influencers.

When the customer clicks on a specific styling image, he or she is taken to a page with a list of products that the person is wearing. This makes it easy for the user to purchase the entire set or individual pieces that suit their tastes. This solution not only inspires, but also facilitates shopping by reducing the time needed to complete the entire outfit.

Some shops have gone a step further and are introducing not only photos, but also styling videos. Customers can see how the clothes look in motion, which gives them a better idea of the cut, fabric and fit. What’s more, the videos also offer the option to purchase the entire styling directly from the video, creating a more immersive and interactive experience.

Inspiration: recommending matching products

Thanks to advanced algorithms, online shops are now able to accurately recommend products that perfectly complement the item a customer is viewing. For example, when a customer is browsing for an elegant jacket, the AI system can suggest suitable trousers, a shirt and accessories such as shoes or a tie. These recommendations are based on the user’s individual preferences and current fashion trends, enhancing the shopping experience and inspiring customers to create complete looks.

Such recommendations usually appear on the product page, allowing customers to easily and quickly complete their purchase. However, some shops go a step further, personalising suggestions based on the user’s style and previous purchases.

Inspiration: creating thematic categories in the shop

Artificial intelligence also supports the creation of dedicated categories in online shops, such as ‘Shop by Look’, which greatly simplifies the process of buying entire sets of clothes. Thanks to these innovative solutions, customers can browse ready-to-wear styles that are carefully composed according to different occasions and needs, such as “Black Tie”, “Business Formal”, “Casual” or “Home Office”.

Each of these categories presents perfectly tailored ensembles for specific situations, seasons and individual wearer preferences. For example, the ‘Black Tie’ section may offer elegant suits and accessories for formal events, while the ‘Home Office’ category will focus on comfortable and professional clothing for remote work. This approach makes the shopping experience more thoughtful and consistent, and customers can easily find styles that suit their daily needs and occasions.

In addition, many online shops are introducing separate categories showcasing styles by influencers. In such sections, influencers present their unique clothing sets according to current trends or specific occasions. Customers can take inspiration from the style of their favourite people, which further enriches their shopping experience and helps them discover new trends and fashion ideas.

With this:

• We reduce shopping time: With ready-made styles, customers can avoid time-consuming searching and putting together products themselves, which significantly speeds up the shopping process.

• Better understanding of product presentation: the introduction of styling videos enables customers to see how the garments look in motion. This provides a more accurate insight into cut, fabric and fit, making it easier to make an informed purchasing decision.

• Individualised customer approach: Recommendations based on the user’s style and previous purchases allow products to be precisely tailored to each customer’s personal preferences and needs.

• Support for every occasion: creating themed categories makes it easy to find the right clothes for different life situations, ensuring that customers are always prepared for any occasion.

• Fashion education: Presenting different styles and using current styling trends help customers discover new styles, for example by showing inspiring sets created by influencers.

Summary

Modern functionalities based on artificial intelligence (AI) are becoming an integral part of modern online commerce, shaping the future of e-commerce. With AI, shops can not only effectively support customers in the practical aspects of shopping, but also inspire them to explore new styles and create unique sets. Understanding how other shops are using AI opens up a range of opportunities to experiment and innovate. As online shop owners, we should take inspiration from industry successes, develop our own ideas and introduce new features that can significantly improve our customers’ shopping experience. Let’s not be afraid to innovate – experimenting with AI technology can bring tangible benefits and set us apart from the competition.