In 2024, technology and fashion boundaries are blurring as Ai explodes into every facet of the industry, from AR and VR to virtual influencers, photos, Videos, marketing and production. With consumers being increasingly turned off by advertising, brands are turning to tech to stand out, let’s dive into a few ways this is going down.
Augmented Reality and CGI
Augmented reality and CGI has emerged as a must have in fashion marketing, with the ability to stop the scroll and create shareable moments. A mix of phone footage and cleverly crafted CGI creates out of this world brand moments like Karl Lagerfeld’s orange bag, HoMie’s store warp or Jacquemus’ Bags driving through Paris. I expect to see this heavily adopted in 2024!
As well as CGI, brands are leveraging AR to create immersive marketing videos that go beyond traditional 2D advertising. Imagine watching a video where a model wearing the latest Louis Vuitton bag walks right out of the screen and into your living room or watching a pair of sneakers come to life through your phone. AR try-ons and interactive ads are becoming the norm, with brands like Adidas and Dior leading the pack. They’re providing immersive experiences that are futuristic, memorable and incredibly personal.
Virtual Influencers
The realm of virtual influencers has expanded beyond social media. These AI personalities are now central figures in major advertising campaigns. Virtual influencers such as Noonoouri and Miquela, are collaborating with high-end brands, collecting upwards of 10k per post. The digital nature increases efficiency and allows for endless creativity. Like AR and CGI expect to see photographers and creatives using Ai to create mixed reality images that will be mind bending.
For instance, by harnessing this tech, I was able to craft images that align with the aesthetics of high-end brands, seamlessly inserting myself into these campaigns with impeccable lighting and composition. Imagine a future where celebrities and influencers might just licence the use of their faces for AI campaigns. This could open up a whole new world of marketing possibilities, where digital replicas of famous faces are used to create perfectly crafted advertising content. Look for brands utilising more up and coming virtual figures or creating their own as we move forward in 2024.
As well as static images, Video platforms like veed.io, Capcut, Opus Clip or lumen5.com are making video editing easier for anyone looking to make engaging content. Additionally, for brands looking to expand their reach, a tool like Rask.ai is huge. Rask dubs videos into various languages, opening up opportunities to enter new markets at the click of a button. Wild!
AI Production
Ai in fashion production is revolutionising the industry from the ground up. Algorithms are not only used for predicting trends and analysing data but also in the actual design and manufacturing processes. Brands can now produce the finished garment with AI and work backwards in production, saving sampling time and waste. The opportunity to visualise a finished garment, which can be surveyed and polled with communities before investing heaps of cash is a huge advantage.
Authentication and Brand Experience
In the fight against counterfeiting, technology and digital ID’s plays a pivotal role. brands are looking to embed NFC (Near Field Communication) chips and QR codes to authenticate products. This not only helps to confirm its genuine, but also connects consumers with the brand’s story and vital information. Tech companies like metarial.io offer a set up where through a simple scan, customers can access a product’s history, from its design inception to its manufacturing journey, garment care instructions, exclusive content and rewards fostering a deeper connection with the brand.
Live shopping
The newest and most interactive form of online retail, Live Shopping is gaining significant traction. Its popularity stems from several key factors like the conveinence of shopping and conversing with someone from your own home, the excitement of exclusive deals and limited time offers, and the entertainment value that comes with the interactive nature of live streams. In 2024, the live shopping market is projected to reach a staggering $129.6 billion globally, with a substantial contribution from the fashion industry and the roll out of Tik Tok shop, which aims to take on Amazon.
It offers a unique opportunity for emerging designers and smaller brands to reach wider audiences without substantial marketing budgets. Fashion influencers and celebrities will play a crucial role in boosting brand visibility and engagement through live shopping events.
With new AI companies starting up daily, 2024 is shaping up to be a BIG year where technology and fashion collide to create endless possibilities.
All this and we are yet to touch on fashion and gaming which is a whole article in itself.
Lets hope that some of these efficiencies can solve some of the major issues within the industry like environmental impact, waste and overproduction.
If you’re interested in any of these tools or methods sling us an email!
