Report • 18.04.2019

Social commerce 2.0: artificial intelligence detects purchase intention

Choosy analyzes fashion trends on Instagram – and redesigns them

The fashion world moves at lightning speed – and more than ever thanks to the rise of social media. In the past, key trends emerged off the runways twice a year during fashion weeks. Now Instagram et al. set the tone daily thanks to feeds of countless celebrities and influencers. So far, retailers rarely use this development when they design their collections, or not at all. The fashion brand Choosy is doing things differently.

Screenshot von Instagram Choosy Post
Instagram Choosy
Source: Jessie Zeng scrolled through her Instagram feed in 2016 when a post from Gigi Hadid caught her eye. The photo shows a pair of beaded jeans worn by the model at Paris Fashion Week. Among them were more than 50,000 comments, almost all of which contained the same question: "Where can I buy the jeans?

Last year, the H & M fashion chain got stuck with unsold clothes worth billions of dollars. Fast fashion brands like this are churning out trendy clothing collections at a rapid pace and in large quantities. On the one hand, they want to stay ahead of trends and increased demand and have enough merchandise. On the other hand, they hope their garments meet the high expectations and tastes of consumers. Unsold clothing is unprofitable for the company, while it is also unsustainable.

Choosy knows what customers really want to buy

Last year, the then 26-year-old Jessie Zeng founded the New York-based fashion brand Choosy. Zeng, a self-described fashion obsessive and passionate Instagram user, saw the connection between trends and social media and turned it into a business idea. Like many other industries, social media has also changed the fashion industry: It’s no longer just the top designers who dictate fashion trends. Celebrities and influencers like Gigi and Bella Hadid, Kim Kardashian or Beyoncé are also starting trends. They post daily photos of their outfits on Instagram, which encourages thousands of followers to shop for these clothes. The outfit posts usually are accompanied by the same questions and comments: "Where can I buy this outfit? I want that!” If there is a response or the coveted items are still available, they often turn out to be too expensive and unaffordable for the average Instagram user. What’s more, the outfits often don’t come in larger sizes. All items Choosy offers ring in under $ 100 and are available in sizes 0 to 20 (European sizes 30 to 50).

This so-called on-demand social shopping platform uses artificial intelligence to analyze the top trending fashions on Instagram. To do this, the algorithm filters posts with the #ootd ("Outfit of the Day") hashtag or combs for comments that ask where you can buy the outfit or clothing item. Artificial intelligence then learns about the cuts, colors, and styles that receive the most related comments. What’s more, by hashtagging #getchoosy, Instagram users can indicate what styles they like, enabling Choosy's so-called “Style Scouts” to spot them and add these garments to their portfolio.

Photo
Source: Choosy; Once a month, fashionistas can get their hands on the latest trends in Choosy's online shop.

Turning data into clothing

Choosy uses this data to design apparel that is inspired by the top trending looks on Instagram. At regular intervals, Choosy’s online store sells a limited number of new garments for a limited time. At the launch in July 2018, these so-called “drops” were offered twice a week. By now, the company has shifted to a monthly drop model in response to past production issues. Initially, Choosy promised its customers quick delivery in just a few days. But since the items are produced after the order comes in, the process often took much longer and Choosy was unable to keep its promise to its customers. That’s why the company opted for fewer drops, now pledging to deliver them in as little as two weeks.

Sustainable fast fashion

Thanks to Jessie Zeng's family connections in the textile industry in China, the production cycle is short with no intermediaries. Choosy is involved in the entire manufacturing process and thus able to make clothing quickly and inexpensively. What’s more, Choosy offers top fashion trends. What sounds like the very embodiment of fast fashion, takes a decidedly different approach from fashion chains like H & M, Zara and Asos: Choosy only produces items that customers have ordered. Thanks to algorithms and the clever use of Instagram, Choosy is also able to predict demand for clothing items. In doing so, Zeng manages to avoid the fashion industry’s dilemma of merely predicting supply and demand. This also cuts waste and prevents huge piles of unsold clothing. Ultimately, this benefits the company, its satisfied customers and – above all - the environment. Experts already point to the next wave of social commerce ushered in by Choosy’s concept.

Author: Elena Blume, iXtenso - Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: Retail grocery chain implementing sterile cart system...
05.11.2020   #coronavirus #hygiene

Retail grocery chain implementing sterile cart system

Hy-Vee uses a hospital-grade, automated cleaning system for shopping carts

Hy-Vee, Inc. is introducing an automated cleaning system that fully cleans and sanitizes shopping carts after every use. By mid-November, more than 200 Hy-Vee stores across its eight-state region will have a Sterile Cart system in operation.This ...

Thumbnail-Photo: AR: Touchless virtual makeup try-on solutions...
02.11.2020   #coronavirus #award

AR: Touchless virtual makeup try-on solutions

e-COSMETIC 360 Award winner for groundbreaking innovation in Beauty Tech category

Perfect Corp. is named a winner of the e-COSMETIC 360 Award in the Beauty Tech category. The special announcement took place at the virtual event on October 12 & 13. The winners were selected on the basis of criteria such as the innovative ...

Thumbnail-Photo: The 6 technology trends affecting the security sector in 2021...
15.01.2021   #security #brick and mortar retail

The 6 technology trends affecting the security sector in 2021

The trends are shaped by how and why technologies are used

It’s useful when looking forward to first look backward: hindsight has a wonderful way of providing context for future-gazing activity. And when looking back over the past year, one insight could understandably be that attempting to predict ...

Thumbnail-Photo: Beauty shoppers won’t try new products when shopping online...
26.11.2020   #online trading #e-commerce

Beauty shoppers won’t try new products when shopping online

‘Virtual’ try-on technology positively impacts 45% of beauty shoppers

While nearly half (44%) of beauty shoppers in a new survey agree that they have bought more beauty and skincare products online (rather than in store) over the last 6 months, the research reveals that 56% (rising to 62% among female shoppers) tend ...

Thumbnail-Photo: A completely new experience at ICA Kvantum with Breece...
15.12.2020   #electronic shelf labels (ESL) #price labelling

A completely new experience at ICA Kvantum with Breece

ICA Kvantum in Lerum has invested in new technology: A cloud-based electronic shelf label

ICA Kvantum Lerum has for a long time been looking for a supplier of electronic shelf labels (ESL), so the staff no longer have to spend time and resources on changing paper shelf labels. It was important that it should be a ...

Thumbnail-Photo: Shopping experience thanks to electronic shelf labels...
10.11.2020   #customer satisfaction #brick and mortar retail

Shopping experience thanks to electronic shelf labels

A unique customer experience at new danish gaming store

At the end of August 2020, Denmark's new gaming universe Games N 'Gadgets opened its doors to gamers and game-loving people in the center of Horsens city. Games N 'Gadgets offers everything within gaming, gadgets and computer ...

Thumbnail-Photo: Checkout-free hotel convenience store in Yokohama, Japan...
17.02.2021   #self-checkout systems #self service

Checkout-free hotel convenience store in Yokohama, Japan

Using biometric authentication technology

Zippin announced the launch of its latest retail format: a hotel convenience store. Zippin's partner, Fujitsu, the leading systems integrator in Japan, has worked with Koyo Group to implement the world's first checkout-free store within a ...

Thumbnail-Photo: Denmarks first sustainable DIY store has great success...
30.10.2020   #sustainability #electronic shelf labels (ESL)

Denmark's first sustainable DIY store has great success

Electronic price tags provide price and product information

In February 2020, STARK opened its doors to a whole new and sustainable DIY store in Hørsholm (Denmark), which will make it easier for customers to build sustainably. The store has got a flying start despite Corona and general restrictions in ...

Thumbnail-Photo: Danish supermarket chain implements ESL in all stores...
10.02.2021   #electronic shelf labels (ESL) #price labelling

Danish supermarket chain implements ESL in all stores

The chain is investing in modernization and more digital initiatives

The privately owned, Danish supermarket chain Løvbjerg is doing well, and has experienced a great development in 2020 with a 18% growth. The chain is therefore also investing in modernization and more digital initiatives. Most recently, ...

Thumbnail-Photo: Online Shop Day
05.02.2021   #online trading #e-commerce

Online Shop Day

How do web store owners ensure that their e-commerce platform is always available

Online stores have the advantage that they are usually accessible 24/7. That's why many customers like to shop online. But how do web store owners ensure that their e-commerce platform is always available?Customers expect their orders or ...

Supplier

Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
GMO Registry, Inc.
GMO Registry, Inc.
Cerulean Tower, 26-1 / Sakuragaoka-cho, Shibuya-ku,
150-8512 Tokyo
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven