Utilization of Artificial Intelligence in the Fashion Industry: A Value Chain Approach

This study investigated the current implementation of artificial intelligence (AI) systems in the fashion industry by analyzing various case studies of companies and brands. Through a systematic review of secondary data, the study categorized and examined AI applications across different stages of the fashion value chain, specifically in fashion manufacturing and retail. Case studies from various companies and brands were collected from secondary sources, including research papers, articles, and reports, and then analyzed. The results indicate that in the manufacturing sector, AI is utilized in the planning, development, and production stages, with significant roles in demand forecasting, trend analysis, design development, prototype production and mass production support, and quality inspection. In the retail sector, AI is employed to predict consumer behavior through big data analysis, enhance sales efficiency, and support personalized recommendation services, virtual fitting, chatbots, image search, logistics optimization, as well as AI-driven shopping platforms. The findings confirm that AI technology is driving innovation across the entire fashion industry, transforming the traditional operations that are a part of planning, design, production, retail, consumer communication, and logistics.