What fashion e-commerce and technology professionals need to know today

Discover the most relevant industry news and insights for fashion e-commerce and technology professionals. Updated monthly to help you excel in job interviews, promotion conversations, and perform better at work by increasing your market awareness and imitating market leaders.

BoF Careers extracts business intelligence from our wide range of content, including editorial briefings, newsletters, case studies, podcasts, and events, and provides key updates tailored to your role, along with a list of the most exciting live jobs advertised by BoF. Provide points and lessons. career partner.

Key articles and must-know insights for today's e-commerce and technology professionals:

1. The year ahead: How Gen AI is reshaping fashion creativity

According to a recent McKinsey analysis, a quarter of the value is expected to come from use cases in the design and product development stages of the value chain. Seventy-three percent of fashion executives say generative AI will be a priority for their business in 2024, but only those who have tried using generative AI in the creative process of design or product development Only 28 percent of

It's understandable to be careful. This technology can impact your work and workflow. The fashion industry is also rapidly exploding with its fair share of enthusiasm for technology, particularly the Metaverse. However, based on the speed of progress and investment, artificial intelligence may offer a different story. This technology has more practical applications than the Metaverse, making it more attractive to companies and investors.

Related work:

Vice President of Technology, Chalhoub Group — London, UK

Amiri, Data Engineer — Los Angeles, USA

Tory Burch, Senior Data Analytics Engineer — Shanghai, China

2. Technology retail is betting on

The National Retail Federation's huge annual conference was held again in January at New York's Javits Center, drawing vendors and guests from all over the world. As in previous years, it included an innovation lab dedicated to new technologies where NRF showcases current and future possibilities for retail. The ideas ranged from everything from the latest in warehouse robotics to augmented reality mirrors that allow shoppers to virtually try on products in case they don't want to go to a fitting room or the product is out of stock.

But it was definitely AI that eclipsed other technologies. Of the roughly 50 companies in attendance, about 20 incorporated some form of AI into their pitches to retailers and attendees. […] A long-standing goal for retailers is to be able to target the right shoppers with the right products at the right time and convert them into paying customers. This is one area where AI could be useful, as it can process large amounts of data and make predictions.

Related work:

IT Support Analyst, Burberry — London, UK

Junior E-Commerce Manager, Carhartt WIP — Berlin, Germany

Data Science Product Manager, Gap Inc. — San Francisco, United States

3. AI backlash is coming

Fashion brands tempted to use generative AI should be careful. Customers may be dissatisfied when they find out. Los Angeles-based Selkie first found herself in the situation in January after posting a seemingly innocuous collage of frilly dresses printed with puppies and cats on Instagram. One follower questioned whether an artist or AI was behind the art, but the brand confirmed that founder Kimberly Gordon used a combination of vintage art, computer painting, and AI to create the images. . The backlash was swift. […] A typical Selkie post gets dozens of comments. Although the work produced over 750 hits and a considerable reputation for a small label, the general feeling was one of anger and disappointment.

This can be a recurring problem for brands looking to AI. While companies may find themselves having to reassure customers that technology is not just a means to reduce the wages people would otherwise be paid, companies have a history of doing so when possible. shows. Even if brands can reassure shoppers on that point, is it appropriate to use generative AI in the first place, given that it may have been trained on copyrighted material? The question still remains.

Related work:

JW Anderson, E-Commerce Assistant — London, UK

Client Service Operations Specialist, Moncler — Milan, Italy

Ralph Lauren, Digital Operations Manager — New York, United States

Four. Bots aren't all to blame

In the final weeks of 2023, a familiar scene unfolded online as Nike released the highly anticipated Kobe 6 Protro “Reverse” (also known as the “Reverse Grinch”). Some people who missed out on high-demand shoes took to social media to vent their frustrations, blaming bots for their losses. “@Nike you guys have all the 'bot protection' but why did only the bots win the Reverse Grinch and his Kobe matches?” one shopper posted on his X.

The current assumption is that automated bots will infiltrate sneakers at launch, where they can be resold for a profit, making it difficult for regular shoppers to get their hands on the sneakers. The problem goes beyond shoes. Bots buy up everything from gaming consoles like the PlayStation 5 to limited edition luxury goods. As retailers have devised new ways to block bots, bot developers have also sought ways to get behind their defenses. This has prompted US lawmakers to propose outlawing bots, paving the way for technology providers like his EQL to promise better techniques to eliminate them.

Related work:

Backend Software Engineer, On — Berlin, Germany

Senior Visual Analytics Developer, PVH — Amsterdam, Netherlands

Customer Engagement Systems & IT Engineer Manager, Tapestry — Tokyo

Five. Can AI predict what shoppers will buy?

Among the services Sparkbox, an AI-centric retail planning platform, provides to its customers is that high-demand businesses use AI to quickly reorder high-performing products during the season. Another company gaining traction is leveraging technology to optimize pricing. But what hasn't found users yet is AI-powered demand forecasting at the time of initial purchase, which predicts how a product will perform in the weeks ahead.

“This is something a lot of people are asking, but it's not something everyone wants to do right away,” said Lindsey Fisher, co-founder of Sparkbox. “No one wants to take the first step.” He said brands remain skeptical about the validity of AI predictions and need to understand the basis of the model to use AI to make decisions about first purchases. They say clear and quantifiable assumptions are needed. However, many people still rely on their intuition.

Related work:

E-commerce and Trading Manager, Saloni — London, UK

Global E-Commerce Marketing, Hugo Boss — Germany

Digital Merchandising Assistant, UGG — Munich, Germany

6. Beauty's hottest Roblox games reviewed by kids

In a rush to establish themselves in the digital space, beauty brands are dabbling in ventures like NFTs and esports sponsorships, with users developing their own games or playing games created by others. Roblox, a gaming platform where you can play games, is one of them. The most popular option. Fenty Beauty, Essence, and Gucci have all thrown their hats into the ring and created Roblox “experiences.” These typically fall into one of his two categories: “Explorers,” where you complete mini-games and quests, or “Tycoons,” a game style focused on collecting virtual cash.

“The core purpose of the brand is [for being on Roblox] Alex Holder, director of commercial strategy at game intelligence company Geeiq. “It's a much more immersive way for viewers to communicate with brands and products.” Nic Hill, co-founder and head of interactive at Sawhorse Productions, says each brand project typically has 10 Holder said the game could cost anywhere from $300,000 to more than $1 million to develop, although he said his staff is working on it.

Related work:

Digital Merchandising Assistant, Hoka — Munich, Germany

Digital Growth Manager, Cinq A Sept — New York, United States

IT Finance Regional Manager, Kering — New York, United States

7. Why Abercrombie & Fitch and American Eagle are ahead of their competitors

Abercrombie and American Eagle's success through a difficult holiday season is due to the ability to buy the right products—in this case, baggy pants, activewear, and, in Abercrombie's case, viral fashion—even in the midst of a spending setback. Proving that sweatshirts can still attract shoppers. Equally important, these two retailers are building an agile supply chain. This ensures that the right products are in stock during the fashion season, and very little remains when his fickle teenage shoppers move on to the next trend.

[…] Both Abercrombie and American Eagle operate vertically, owning their manufacturing processes and selling their clothing through their own stores rather than wholesale. This allows us to quickly identify when a product becomes popular and order more. This increases sales while reducing the chance of being left with unsold merchandise that must be discounted at the end of the season. For example, a viral camouflage hoodie sold out after just a few sales, according to fans on TikTok. Currently only available in one size.

Related work:

Ermenegildo Zegna, ICT Infrastructure Manager — Lomazzo, Italy

Digital Product Manager, Coach — New York, USA

Smithe Studios Digital E-Commerce Director — Los Angeles, USA

8. BoF Professional Summit: AI, Digital Culture, and Virtual Worlds

The year ahead will be transformative for technology and fashion. The AI ​​revolution that began in 2023 is accelerating. Apple is set to unveil its first headset in a big bet on what the company calls “spatial computing.” And digital culture continues to evolve, becoming increasingly fragmented into algorithmically defined niches.

To learn more about the innovations that will shape 2024 and their practical applications in the fashion and beauty industry, check out the BoF Professional Summit – New Frontiers: AI, Digital Culture, Virtual on March 22nd at the Times Center in New York City. Please join us. world.