Personalisation that is genuine, not a first name at the beginning of an email or a financial Band-Aid like free returns.”Ĭambay said rather than overcomplicate fashion technology by attempting to create algorithms to guess at a shopper’s subjective style, technology should be created to answer the questions that shoppers already have. “We need a shopping experience that is personal and truly caters to the needs of shoppers. They’re based on price points, styling quizzes and what’s available,” he said. This is likely a reason why online styling services have struggled to win most people over – they’re using the wrong data. “ are largely driven by people you admire and spend time with, be it online or in person. Cambay said that while size is objective, it’s when companies start trying to bring AI to subjective areas such as style that the problems start. ‘It’s easy to see a world where shopping journeys begin rather than end with the shopper’Įoin Cambay is the CEO and founder of Swan, a Dublin company that has built a sizing recommendation tool for fashion retailers using artificial intelligence.
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While the technology and the data might be there, how to best use these in the fashion space can be up for discussion. E-commerce and payment tech has made shopping easier, with millions of products available within just a few clicks, and machine learning algorithms are improving how we browse for things online.īut the fashion-tech industry faces challenges, particularly when it comes to subjective nature of fashion.
Technology has transformed the world of shopping and fashion. However, change is on the horizon with data opening up new doors. While many industries are digitising, the fashion industry has been a bit slower to adapt.