Why digital-first fashion brand Showpo employs AI fashion models
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The fashion industry has long been criticized for relying on a single, small sample size to showcase clothing. was not commercially viable for many companies.
“Shooting catalog photos with multiple models can be very expensive and not commercially viable for most companies. . CMOs.
But on the other hand, there is a growing demand for fashion brands to adapt to the movement of body diversity and acceptance and move away from using small-sized models to display their clothes. Showpo, a social media-driven e-commerce brand owned by Showpo, recently adopted technology that can utilize artificial intelligence (AI) models to enable the display of clothing on a wider range of body types.
“With AI models, one costume can be easily photographed and applied to different models that fit from 4 to 20 different size ranges, allowing for more diverse models at scale,” says Lu. said Mr.
The AI technology driving this innovation will allow brands like Showpo to develop personalized content for diverse audiences while saving costs, Lu continued. The decision to merge fashion and technology also allows Showpo to ensure greater versatility in its e-commerce shoots.
Lu explained how the application of technology means that a single outfit can be applied to different models across a range of sizes, including sample sizes, mid-sizes and curvy models. “This is a goal we have had in mind since we first expanded our size range in 2016,” she said.
Partnering with Meta
Showpo is working with Meta on Australia’s first marketing approach using a new AI-based 3D model. Ad creatives are tested against regular e-commerce assets to evaluate the AI model’s marketing effectiveness against standard e-commerce model creatives.
“We want to test whether the use of 3D models and AI creatives in our ads improves product personalization and visualization for potential customers, and improves conversions compared to product-only creatives.” said Lu.
After a 4-week trial, if successful in driving traffic and conversions, the brand will seek to expand the reach of the technology by repurposing the output of the 3D AI model for new campaigns and other advertising in the Australian market. Consider.
While other brands have started utilizing 3D and AI models, especially in the US, Showpo was the first Australian brand to bring this advertising technology to market and we look forward to reviewing its performance. .
“This is just the beginning of more opportunities and projects already underway to provide new ways to market our products as a digital-first brand,” she said.
If advertising succeeds on Facebook and Instagram, the technology could be rolled out across sites and even beyond.
“AI technology helps automate the process of product photography on models in a cost-effective and scalable manner while allowing us to embrace diversity thanks to the diverse library of Vue AI models.” Mr Lu said.
Nevertheless, brands have not overlooked the importance of ensuring their creatives are localized. “The three trial ads created for US customers feature models of various sizes and ethnicities, with African American, Asian and Caucasian backgrounds. This content will be personalized for each area,” she explained.
By leveraging Vue AI technology, Showpo continues its digital-first approach to both business and brand marketing. Lu saw the technology as a game changer for the entire e-commerce brand.
Showcase more than a limited set of models, drive purchase intent through personalization, and provide the opportunity for a more personalized buying journey by increasing image diversity and return on ad spend through this deeper personalization. she pointed out. Lu also hopes to reduce the cost and burden of returns. This could be a real brake for fashion brands that rely heavily on digital advertising and online retail.
“We believe AI models will become new production tools that will help accelerate e-commerce initiatives and generate multi-purpose digital assets at scale,” she added.
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