Fashion retail keywords in the coming year: artificial intelligence, sustainability and lifestyle

Based on a survey of more than 520 million online products worldwide, Fashion Big Data has made predictions on the major trends in retail and fashion brands in 2017 and has given several key words: artificial intelligence, sustainability and lifestyle.

Brands use artificial intelligence (AI) to provide personalized services

Edited's clients include Ralph Lauren, eBay and Asos, and its chief analyst, Emily Bezzant, believes that brands can provide consumers with more personalized services through artificial intelligence. She said: “Savvy retailers have realized the importance of machine learning, in-depth analysis and artificial intelligence, and have begun to use these technologies to achieve a more targeted and personalized shopping experience. Consumers now have more digital consumption. Footprints, including shopping history, personal information and points of interest reflected by social media, retailers can use these labels to provide consumers with tailored products."

She added: “Companies like The North Face and 1-800-Flowers.com are already using artificial intelligence to provide personalized advice. At the product level, retailers also offer printed accessories or handbags to meet Consumer's personal style preferences."

Brand positioning: lifestyle

Regarding lifestyle brands, EmilyBezzant believes that there are endless categories of lifestyles, such as ath-leisure. She pointed out that by 2020, global sports and leisure sales will reach $83 billion. Said: "Many brands have launched sports and leisure products, such as KateSpade and Zara, or with celebrities such as Adidas and Kanye West, Ivy Park and Beyoncé."

Emily Bezzant said: "In 2017, retailers will further deepen niche markets and small-scale markets to cater to consumers' lifestyles, and retailers will also expand the quality of physical stores, such as coffee and beauty services, to make consumption Those who are willing to stay in the store for a longer period of time and offer more differentiated features.

Sustainable products

In terms of sustainability, Emily Bezzant said that as consumers value sustainable production projects, in 2017, retailers will explore how to ensure the quality and durability of their products while meeting the personal values ​​of consumers.

In the controversial fast fashion sector, industry giants H&M and Zara have begun to make progress, and Edited's data shows that the median price of the two brands' sustainable series is $17.99 and $9.9, respectively.

Mobile innovation

Finally, Emily Bezzant said retailers will attract consumer attention through mobile innovation in 2017. As consumers choose more mobile devices and use computers less, retailers need to work harder on the mobile side.

Emily Bezzant pointed out: "As smartphones become mainstream, retailers can promote their products through social media and the latest virtual reality applications. For example, providing a 360-degree viewing experience makes people feel like they are wearing a temporary week, or Through virtual reality technology to let people try products, mobile innovation will provide consumers with a unique immersive experience."