New Look has introduced a series of AI-powered tools for its buying and design teams to accelerate product development as the latest step of its digital transformation strategy.
Teams will be able to create virtual product renders, test multiple design iterations and explore different styling options using AI design platform Fermat.
The fashion retailer said the technology will unlock greater creativity and allow its teams to respond quicker to customer demand.
It added that the AI tools will allow designers to reduce reliance on traditional sampling processes, supporting a more efficient approach to product development.
New Look creative director Anica Wislawski said: “Creativity has always been at the heart of New Look. It’s what helps us create distinctive products that resonate with our customers and keeps them coming back season after season.
“Fermat gives our designers the freedom to bring ideas to life faster, explore more creative possibilities and refine products through multiple iterations before they reach the customer.
“More importantly, it allows us to remove time from parts of the design process and reinvest it where human creativity matters most: understanding our customer, identifying what they’ll want next and thinking about how they’ll wear and style it.
“By combining creative instinct, customer insight and AI-powered tools, we’re able to make more informed decisions and shape trends into wearable ideas that work in everyday life. It strengthens the golden thread from concept to customer, helping us create better products, better outfits and ultimately, more confidence for our customer.”
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