Fashion Industry on the Brink of Transformation with AI Innovations
Image Credit: Tamara Bellis | Splash
For decades, the fashion economy has operated on traditional design-to-wholesale processes, prioritizing mass production, long lead times, and inflexible distribution channels. While the rise of the internet and e-commerce has revolutionized how consumers shop, the backend operations of design, production, and wholesale have remained largely unchanged. However, this status quo is now facing significant disruption as the industry gears up for a much-needed overhaul.
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Drivers of Change: Consumer Demand and Technological Advancements
The fashion industry stands at the cusp of a revolution driven by evolving consumer expectations, a heightened demand for sustainability, and the advent of groundbreaking technologies. Legacy systems that rely on months-long production cycles and speculative inventory models are increasingly being replaced by agile, technology-driven processes. Innovations such as AI-generated designs, on-demand manufacturing, and blockchain-enabled supply chains are transforming every phase of the design-to-wholesale pipeline. These advancements not only reduce inefficiencies but also enable brands to swiftly respond to market trends and shifts, thereby minimizing waste and enhancing profitability.
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Genera: Leading the Technological Revolution in Fashion
At the forefront of this transformative wave is Genera, a technology company based in London and Lisbon, spearheading the evolution of design and wholesale processes with AI-powered solutions. CEO Artem Kupriyanenko describes Genera as a "disruptor" with the mission to "change and evolve the system". With over 15 years of expertise in creating hyper-realistic CGI imagery, Genera integrates AI, machine learning, and advanced analytics into the fashion workflow, optimizing everything from product ideation to inventory management. This technological integration is poised to empower fashion businesses to navigate a rapidly changing marketplace effectively.
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Pioneering Sustainability Through Technology
Genera is committed to sustainability, offering tools that replace traditional, resource-intensive methods with more efficient alternatives. One notable innovation is the “tech pack converter”, which enables designers to produce photorealistic garment images from technical drawings, thereby eliminating the need for costly physical samples. Approximately 15% of textiles intended for clothing production are wasted during the cutting process, contributing to the 97 million tons of annual waste generated by the fashion industry as of 2023. Genera’s technology significantly reduces this waste and lowers the carbon footprint associated with shipping, production, and material disposal.
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Augmenting Creativity with AI Tools
While fashion is inherently artistic, driven by intuition and individual vision, Genera ensures that technology enhances rather than replaces creativity. Tools like AI-generated designs and pattern optimization allow designers to focus on their craft while automating repetitive tasks. This synergy between human creativity and AI efficiency provides designers with greater flexibility to innovate, explore unique patterns, and experiment with materials, ultimately fostering a more dynamic and responsive creative process.
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Empowering Mid-sized Brands with Advanced Solutions
Genera is dedicated to making its technologies accessible to mid-sized fashion brands, which often stand to benefit the most from digital innovation but face challenges in gaining vendor support. According to Kupriyanenko, Genera’s solutions offer smaller brands the means to market themselves more effectively and adopt sustainable practices without exorbitant costs. This democratization of technology levels the playing field, allowing mid-sized companies to compete and thrive in an increasingly competitive and eco-conscious marketplace.
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Revolutionizing Marketing and E-commerce with AI
Genera’s Product Display Page (PDP) Creator tool revolutionizes marketing and e-commerce by eliminating the need for traditional photoshoots. This tool generates high-quality product images using inputs like CLO 3D files and tech packs, producing multiple ready-to-use pictures in under 30 minutes compared to half a day for conventional shoots. Additionally, Genera’s “AI Try-On” feature, recently trialed by Amsterdam and New York-based Gen Z-oriented brand Daily Paper, offers an immersive online shopping experience. This feature not only allows consumers to digitally try on garments but also facilitates sharing on social platforms, enhancing brand storytelling and customer engagement.
Industry Collaboration and Recognition
Genera’s innovative solutions are gaining traction within the fashion industry. Designer Neil Barrett collaborated with Genera to create an AI-powered shoot for his latest collection, transforming simple mannequin photos into stunning visual campaigns. Barrett highlighted the potential of Genera’s technology to execute entire capsule collections digitally, enabling the creation of immersive environments that enhance brand storytelling and push creative boundaries.
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Expert Insights on AI’s Role in Fashion
Keiron Birch, Head of Creative and Business at Genera and former Vice President of European Design at Calvin Klein, emphasizes AI’s potential to elevate both decision-making and creativity in fashion. “AI represents a powerful tool to elevate design, presenting it in innovative and impactful ways”, Birch states. Genera’s mission extends beyond addressing isolated challenges, aiming to overhaul outdated industry processes comprehensively. For instance, the AI Try-On feature enhances consumer experience by supporting item selection and visualization, thereby boosting engagement and providing entertainment value on e-commerce platforms.
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Source: Forbes
