[ad_1]
The fashion industry has long been criticized for relying on a small sample size to showcase clothes. But the cost and logistical burden means that displaying clothes in different sizes is not commercially viable for many businesses.
“Catalog photography can be too expensive to shoot on multiple models, making it not commercially viable for most businesses. It’s a major reason why the industry hasn’t been able to make more progress in this space,” said Jen Lu, founder of Showpo. CMO.
But on the contrary, there is a growing desire for fashion brands to adapt to body diversity and acceptance movements and move away from using petite models. In line with this, Australian-owned and operated social media-driven ecommerce brand Shopo recently adopted artificial intelligence (AI) technology to allow models to display their clothing on larger body sizes.
“AI models allow for more diverse models, as one garment can be easily shot and applied to different models that fit our range of sizes 4-20,” Lu said.
The AI technology driving this innovation allows brands like Showpo to develop personalized content for different audiences, while simultaneously saving costs, Lu continued. The decision to combine fashion with technology allows Shopo to ensure a wide variety of ecommerce shoots.
Lu explained that applying the technology means that a single garment can be applied to a variety of models, including full sample size, medium size and curvy models. In the year It’s a goal we’ve been aiming for ever since we updated our scale offering in 2016,” she said.
Collaborate with Meta
Showpo is working with Meta on an Australian-first marketing approach using new AI-based 3D models. The ad creative is tested on standard ecommerce properties to evaluate the marketing efficiency of AI models against standard ecommerce model creative.
“We want to test whether using 3D models and AI creativity in ads leads to better personalization and visualization of our products for our customers and better conversion compared to product-only creatives,” he said.
After the four-week trial, and if successful in driving traffic and conversion, the brand will look to extend the technology’s implementation by repurposing the results of the 3D AI model into new campaigns or other ads in the Australian market.
Although other brands have started using 3D models and AI models, especially in the US, Shopo is the first Australian brand to market with this advertising technology and is waiting to evaluate how it works.
“This is with additional opportunities and initiatives still in the works to provide new ways to market our products as a digital first brand,” she said.
If the ads prove successful on Facebook and Instagram, the technique could spread across the site — and beyond.
“AI technology helps us automate our mock-up product photography process in a cost-effective and scalable way, as well as diversity thanks to Vue AI’s diverse library of models,” said Lu.
However, the brand has not lost sight of the importance of ensuring that the innovation is localized. “Three test ads made for US customers feature models of different sizes and ethnicities, representing African American, Asian and Caucasian backgrounds. If expanded to other markets, this content will be personalized for each location,” she explained.
By leveraging Vue AI technology, Shopo continues its digital-first approach to both business and product marketing. Lu sees the technology as a game changer for e-commerce brands across the board.
She pointed out that by showing more than narrow models, the personalization of shopping needs and increased image diversity, this deep personalization offers the opportunity for a personalized shopping journey. Lu also expects to reduce the cost and burden of returns, which could be a real handbrake for fashion brands that rely on digital advertising and online retail.
He added, “We think AI models will be a new production tool to accelerate eCommerce efforts and produce versatile digital assets at scale.
Don’t miss out on the wealth of insight and content provided by CMO A/NZ and subscribe to the weekly CMO Digest newsletter and information services here.
You can also follow CMO on Twitter: @CMOAustraliaJoin the CMO conversation on LinkedIn: CMO ANZfollow our regular updates via the CMO Australia LinkedIn company page
[ad_2]
Source link
