Fashion buyers are increasingly exploring AI tools like WGSN’s Fashion Buying platform to enhance their decision-making processes. However, the integration of AI into fashion buying is viewed as a complement to, rather than a replacement for, human intuition and creativity.(wgsn.com)
🧠 AI as an Informative Tool
WGSN’s Fashion Buying platform leverages its proprietary TrendCurve AI predictive analytics to forecast trends up to two years in advance. By aggregating data from e-commerce, runway shows, and social media, the platform provides insights into product direction, key trends, and investment in specific styles. Features like the “TikTok Trading” section assist buyers in identifying opportunities to remerchandise existing inventory in response to emerging TikTok trends. (Vogue Business, Oui Speak Fashion (OSF))
🎨 Balancing Data with Human Creativity
While AI offers valuable data-driven insights, fashion buyers emphasize the importance of human judgment in curating selections that resonate with their brand’s identity and customer base. Richard Johnson, Chief Commercial and Sustainability Officer at Mytheresa, notes that while AI can inform trend, style, and color predictions, the true skill lies in knowing when to rely on data and when to trust one’s intuition. (Vogue Business)
Similarly, Laura Baker, co-founder of New York boutique Essx, acknowledges the value of robust data but stresses that human curation is essential to maintain a unique brand perspective. (Vogue Business)
⚠️ Potential Risks of Overreliance on AI
There is concern that excessive dependence on AI could lead to homogenized offerings across retailers, as algorithmic recommendations might result in repetitive inventory. Buyers caution that overreliance on data can stifle creativity and risk-taking, which are vital components of fashion innovation. (Vogue Business)
✅ A Collaborative Approach
The consensus among fashion buyers is that AI serves as a valuable tool to enhance their work, providing data-driven insights that support informed decision-making. However, the art of curation remains a human endeavor, relying on creativity, intuition, and an understanding of one’s unique customer base. Integrating AI into the fashion buying process should be seen as an enhancement rather than a replacement, ensuring that technology supports, but does not overshadow, the human touch that defines the fashion industry.(Vogue Business)
