From hype to value: harnessing generative AI in fashion retailing from a technology-organization-environment perspective

Purpose This study aims to comprehensively examine generative artificial intelligence (GenAI) applications in the fashion retail value chain and propose a practical framework to guide effective GenAI innovation for fashion retailers. Design/methodology/approach An extensive literature review was conducted, including use cases of GenAI within the fashion industry. Given GenAI’s evolving nature, a forward-looking perspective is applied to explore its potential and challenges within fashion retail. The technology-organization-environment (TOE) theory was used as the foundation for the proposed framework. Findings This study presented a systematic, future-oriented view of GenAI’s opportunities and challenges across the fashion retail value chain. GenAI enhances productivity across the fashion retail value chain by streamlining design, enhancing operations, improving marketing and customer experiences and optimizing decision-making. However, its implementation presents key challenges in four areas: data issues, technical constraints, output reliability and social concerns. A TOE-based practical framework and actionable insights were proposed to help fashion retailers navigate GenAI’s complexities, harness its potential and address related challenges. Originality/value Our study provides a holistic view and actionable guidance for fashion retailers on effectively and responsibly implementing GenAI across the retail value chain. These insights can also benefit GenAI practitioners in other industries.