Home / Knowledge / News / Fashion / Fashion industry will need to buck up
Fashion industry will need to buck up
Nov '17
Courtesy: WGSN
Courtesy: WGSN
A recent WGSN report says that fashion brands are lagging behind in using artificial intelligence to its own advantage

Fashion companies are extremely uncertain about the future. A survey by WGSN has revealed that 75 per cent (of those surveyed) felt confident that their strategies would be viable for one year, less than a quarter felt confident in their strategy for 10 years and beyond. The survey also revealed they felt ill-equipped to deal with unplanned opportunities for expansion, with “lack of innovation” ranking as the number one threat to longevity.

The findings have been revealed in the WGSN Mindset report titled 'Future–proofing your brand'.

The survey also revealed there lie opportunities for innovation that are not being explored. Surprisingly, a substantial 71 per cent of those surveyed were not actively exploring artificial intelligence (AI), a technology that could reinvent the economy on a scale not seen since the Industrial Revolution.

The report went on to remark: "Despite the lack of planning for AI in the fashion industry as a whole, there is clearly interest in it amongst fashion retailers in particular. A recent survey by Drapers found that 82 per cent of UK fashion retailers wanted to invest in AI and 90 per cent were “excited” about the possibilities of AI, particularly when it comes to analysing buying and merchandising data. However, few had begun the journey to incorporate it into their business, citing cost and lack of know-how as the leading obstacles.

“It doesn’t surprise us that the fashion industry hasn’t quite caught on to the opportunity of AI, as it still seems unclear. We hear such mixed messages on a daily basis. As recently as May this year, an Information Technology & Innovation Report suggested that legislators needed ‘to take a deep breath and calm down’ before panicking that the robots would take over our jobs.”

A quick glance at the market indicated:

  • Only 29 per cent of fashion businesses are actively planning for the rise of AI;
  • Economists have reported that AI might disrupt the economy on a scale not seen since the Industrial Revolution;
  • Over 80 per cent of retail jobs are at risk from automation, according to a study by the Oxford University and Citi.

Here, WGSN offered its tips: (i) create man-machine co-working teams to optimise productivity; (ii) use empathy to listen to what your customers want, and AI to help deliver solutions; and, (iii)  tap into AI to streamline business processes and free up human resources to solve human problems.

In case of fostering innovation, the trends were:

  • 73 per cent of UK fashion consumers say it’s important for a brand to be authentic; 76 per cent say it’s important for brands to innovate
  • 54 per cent of fashion brands say “failure to innovate” is the biggest threat to the longevity of their company
  • 3,500 = number of US retail stores expected to close in 2017, including 13 iconic retailers from Macy’s to Payless

Here too, WGSN offered some tips: (i) look for incremental changes that fit within the larger purpose of your brand; (ii) don’t hide behind consumer data; ask what’s driving your consumer emotionally and use this as the basis for innovation; and (iii) adopt a “start-up” mentality by setting up smaller operating units closer to your customers.

Fibre2Fashion News Desk – India

Must ReadView All

FDI in Vietnamese textile-garment projects on the rise

Apparel/Garments | On 24th Jun 2018

FDI in Vietnamese textile-garment projects on the rise

The European Union-Vietnam Free Trade Agreement and the Comprehensive ...

Courtesy: Alizilla

Apparel/Garments | On 24th Jun 2018

Alibaba Group sets up office in Kuala Lumpur

Strengthening its commitment to Malaysia, Alibaba Group has set up an ...

Bombay Dyeing plans to wind up Indonesian JV

Textiles | On 24th Jun 2018

Bombay Dyeing plans to wind up Indonesian JV

Bombay Dyeing & Manufacturing Co Ltd plans to wind up its loss making ...

Interviews View All

Evelyne Cholet

‘France had a reputation of being big in new ideas, but poor in marketing...

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Nitin Bhatia
Trend Arrest

Setting up a brand for online selling is easy, but running the brand is not

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Urmil Arya

Sushila International, a well established textile organisation established ...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search