By Frederick Devarampati
In the last few years, the fashion industry has experienced a remarkable transformation due to the influence of the younger generation, colloquially known as Generation Z or GenZ. These individuals, born in the mid-to-late 1990s and early 2000s, are digital natives characterized by their inclination towards personalization, self-expression, and sustainability. They seek exclusive experiences that cater to their specific needs and interests, and the fashion industry is no exception. As highlighted by a study conducted by Accenture, a notable consultancy firm, an overwhelming majority of consumers, 91%, have expressed their preference to purchase from brands that provide relevant offers and recommendations that align with their preferences. Consequently, it follows that the future of fashion for GenZ is gravitated towards personalization and curation with the support of artificial intelligence (AI) technology.
The Rise of GenZ and Their Fashion Preferences
GenZ is inherently comfortable with technology, and their fluency in digital media makes them a significant and influential demographic for the fashion industry. They possess a distinct sense of style and are known to mix and match different styles and brands to create a personalized look that expresses their individuality. Notably, GenZ is highly conscious of the impact of their actions on the environment, and sustainability is a crucial factor in their fashion choices. The younger generation’s passion for sustainability and ethical fashion makes them vocal about the demand for transparency and accountability from the fashion industry. For GenZ, the usage of environmentally friendly materials, ethical labour practices, and sustainable manufacturing techniques are important factors when making fashion choices. In light of this, fashion brands that prioritize sustainability and incorporate ethical practices in their supply chain are likely to earn the trust and loyalty of GenZ consumers.
Personalization and Curation in Fashion
The fashion industry has long been acquainted with the concepts of personalization and curation. However, the preferences of the younger generation, GenZ, have propelled these ideas to unprecedented levels. Personalization, which enables the customization of products according to individual preferences, and curation, which entails the meticulous selection and presentation of products based on a specific theme or style, are intricately intertwined. In many cases, personalized products are carefully curated to produce a one-of-a-kind shopping experience for the consumer. For instance, today we have multiple AI-powered applications that analyze customer data, such as their style preferences and shopping history, to create a personalized selection of clothing items that are curated by professional stylists. This intelligent technology can also be used to predict fashion trends, enabling fashion brands to design and produce products that are likely to be popular in the future.
The Benefits of Personalization and Curation with AI Assistance
The integration of AI technology in the personalization and curation of fashion products yields a multitude of benefits for both fashion brands and customers. For fashion brands, offering personalized products can engender higher customer loyalty, as customers perceive a stronger emotional attachment to products that have been tailored to their exact preferences. The presentation of curated products can also translate to increased sales, as customers are more likely to make purchases from collections that have been thoughtfully arranged to create a visually compelling and coherent narrative. For customers, personalized products engender a sense of uniqueness and distinctiveness, which can contribute to an overall feeling of exclusivity and personal satisfaction. On the other hand, curated products provide valuable guidance and inspiration in the creation of a cohesive and visually appealing wardrobe. This approach empowers customers to discover new styles and trends and ultimately enhances their overall shopping experience.
Challenges and Considerations for Fashion Brands
While personalization and curation with AI assistance offer many benefits, there are also challenges and considerations that fashion brands must take into account. Privacy concerns are a major consideration, as customer data must be collected and analyzed to create personalized products. Brands must ensure that customer data is collected and used ethically and transparently. Another challenge is the potential for homogenization, as AI algorithms may recommend similar products to many customers, leading to a lack of diversity in fashion choices.
The Road Ahead
The fashion industry’s path for GenZ in the future seems to hinge on the synergy of personalization and curation, supported by AI technology. Those fashion brands that integrate these principles into their business models will be better poised to cater to the evolving needs and preferences of this demographic. In particular, personalized products that are artfully curated to embody a harmonious aesthetic are expected to gain substantial popularity. This is due to the fact that GenZ highly values personal expression, yet simultaneously appreciates the guidance and inspiration afforded by the artful curation of fashion items. As such, those that are able to effectively marry these elements are likely to enjoy a competitive edge, standing out in a crowded marketplace and earning the loyalty of a generation that prizes both innovation and authenticity.
The author is founder, CEO, HotNot, New-Age Fashion Social Media Platform