The fashion and retail industries are undergoing a profound transformation driven by two cutting-edge innovations: 3D fashion models and AI-generated avatars. These technologies are not only streamlining design and marketing processes but are also reshaping the customer experience in e-commerce. By merging lifelike virtual avatars with dynamic 3D clothing designs, brands can create interactive, personalised shopping experiences. Companies such as LALALAND and Genera are revolutionising this industry by providing industry-leading generative AI-models for fashion brands worldwide. Let’s dive into these two innovations and explore how they are revolutionising marketing and e-commerce.
3D fashion models bringing virtual clothing to life
The traditional fashion industry has long relied on physical models to showcase their collections online. However, this process can be expensive, time-consuming, and leaves very little room for changes afterwards. Enter 3D fashion models: virtual avatars that allow designers to bring their clothing ideas to life in a fully digital environment, eliminating the need for photoshoots.
What Are 3D Fashion Models? 3D fashion models are digital avatars that can be dressed in virtual clothing, allowing designers to rapidly produce high quality photos of how garments will look in real life. These models are generated using advanced 3D modelling software and feature realistic body movements, textures, and lighting to mimic the look of actual fabrics and human bodies. Brands can adjust garments in real-time, fine-tune draping, and even showcase them on a range of body types and sizes without the need for a real live model. There has been push back from the modelling world due to how this could replace the need for actual models. But some would argue these innovations just expand the range of possibilities for brands, especially smaller companies who do not have the means to hire models and set up professional photoshoots.
How are 3D fashion models transforming marketing? By using 3D fashion models, brands can create hyper-realistic, interactive fashion presentations that go far beyond traditional photoshoots. For instance, a designer can create a VR runway show where customers can see garments in motion, exploring how fabrics drape, wrinkle, and react to movement. This immersive experience allows consumers to visualise products more vividly, increasing online purchases.
Moreover, 3D fashion models can be easily updated to keep up with trends. Brands can quickly swap out outfits on their avatars, update designs to match seasonal trends, or even create limited-edition virtual collections. This flexibility streamlines the marketing process and significantly reduces costs associated with physical photoshoots and model bookings.
AI-Generated Models decreasing the time-to-market
As e-commerce continues to grow, brands are looking for ways to create more personalised shopping experiences. AI-generated models are playing a key role in this transformation. These digital avatars, created using artificial intelligence, can be tailored to represent a diverse range of body types, ethnicities, and demographics. These photos with AI models are so realistic nowadays, making it ideal to quickly create a full photoshoot in minutes. This significantly reduces the Time-to-Market when launching a new product assortment.
AI-generated models are virtual avatars that are created using advanced machine learning algorithms. These avatars can be designed to exhibit lifelike facial expressions, movements, and poses, making them almost indistinguishable from real human models. With AI, brands can create an endless variety of avatars that cater to different audiences, showcasing products in a way that resonates with diverse customer bases.
AI-generated models offer unprecedented opportunities for personalization in e-commerce. Rather than relying on a single standard model, brands can create virtual models that represent their actual customers. For instance, a customer shopping online can input their measurements, skin tone, and other preferences, and the website will generate an AI avatar that closely resembles them, wearing the product they’re considering. This increases customer confidence in sizing and fit, which has been a persistent challenge in online fashion retail.
Several forward-thinking brands have already started integrating 3D fashion models and AI-generated avatars into their operations. Balenciaga and Burberry have embraced VR fashion shows, using 3D fashion models to showcase their latest collections in immersive digital environments. These virtual shows allow brands to reach a global audience without the logistical challenges of a physical runway show. Entering the metaverse early on, these brands are very much aware of the potential these innovations could bring looking ahead.
The innovations of 3D fashion models and AI-generated avatars are fundamentally changing the landscape of fashion marketing and e-commerce. By bringing 3D clothing designs to life on lifelike AI models, brands can create immersive, personalised experiences that increase customer engagement, reduce return rates, and drive online sales. As these technologies continue to evolve, the future of fashion may increasingly reside in the digital realm.
Finding experienced AI specialists
A key question arises: where are these AI specialists and how to attract them? According to a McKinsey survey, fashion industry managers see great potential in artificial intelligence. New applications of these innovations are offering vast opportunities for design, e-commerce and product development. About 73% of executives expect to prioritise generative AI in 2024, but many face a talent shortage, with only 5% saying they are ready to fully leverage the technology as confirmed by the report The State of Fashion 2024, published by McKinsey and The Business of Fashion (BoF).
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