VIRTUAL TRY-ONS
Zara has begun testing virtual try-on technology within their mobile app that allows users to visually see how the clothes digitally look on their body prior to making a purchase.
How It Works:
Users upload a selfie and a full body image and within seconds can try-on different looks.
Early testers of Zara’s virtual try-ons report the technology easy to use and realistic, offering their shoppers better understanding of fit and styling.
Virtual try-ons in fashion are a major shift in immersive digital shopping.
Image Credits: Business Insider
AI FASHION IMAGERY
Zara is adopting AI as a tool to create images of real models wearing different outfits in order to speed up its visual content process.
Other key fast fashion players such as H&M and Zalando are further experimenting with AI to produce efficient imagery.
Zara’s parent company Inditex states:
‘AI will complement, not replace, existing creative processes, with decisions made about alterations made collaboratively with models and with compensation in line with industry standards’.
Zara models must consent to having their images altered by AI and are paid the same as a traditional photoshoot.
Industry concerns still remain from critics that warn increased AI within the industry could reduce real world opportunities for photographers, models and production teams.
Source: Reuters
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