A year ago, I came across a powerful saying: while fashion used to reside in the space of art, it now operates more in the realm of science. As McKinsey highlights, "Fashion has shifted from a creative-driven to a data-led business" . This insight profoundly resonated with me, as I realised the industry I love will always have to navigate this delicate dance between creativity and technology. What sets fashion brands apart in this landscape, though, is how they serve the customer.
In today’s digital era, the intersection of creativity and technology is shaping the future of fashion, but the customer remains at the heart of everything. My peers and former bosses know I am obsessed with driving value, but more than anything, I am obsessed with the customer experience.
Early Lessons in Customer-Centric Retail
My journey started in my mother’s fashion retail shop in Romania. In our small town, every relationship mattered, and my mother instilled in me the importance of creating a welcoming environment. She taught me that personalisation is key - she would always curate the inventory for her customers and then have the sales assistants text them "we brought something in that we think you'd love" - the customer would rush in usually the same day, as items sold fast. Her 20-square-meter shop may have been small, but it was this customer-first philosophy that paid for my MBA abroad.
Years later, I ventured into the luxury industry, Heading the Product Strategy team at FARFETCH , I became fascinated with how technology could address a long-standing challenge: matching customers with the right inventory. AI and data tools, for example, play a significant role in inventory management by understanding patterns in customer preferences and stock levels. This is a topic I’ve discussed extensively in the article "Strategies and Challenges in AI Integration for Fashion", with Jiwon Hong YesPlz AI where I explore how AI can help brands solve the complex challenge of matching products with the right buyers.
However, one thing became clear to me during these experiences:
- A luxury shopping experience begins and ends with the customer. This is a lesson I’ve consistently come back to, and I credit it to Carlota Rodben's insights on the Beyond Luxury Group podcast. It’s a must-listen if you’re passionate about luxury retail.
- Memorable shopping experiences are rooted in emotional connections and storytelling. Human interaction in the digital world can’t fully replicate this. Take a moment to think about your favorite shopping experience. Mine was when I was 18, shopping at the Dior store on Avenue Montaigne in Paris. While I’ve made countless online purchases since then, none of them left the same lasting impression.
For more on how AI and technology are transforming shopping experiences, you can watch the video where I delve into the intricate relationship between AI and fashion ecommerce.
The Role of Technology: Efficiency vs. Experience
While technology has undoubtedly transformed the retail industry by making processes faster, more reliable, and more seamless, there’s a danger of losing the human touch in the rush toward digitalisation. Online shopping, fuelled by a race to the bottom with endless promo codes, can strip away the essence of luxury.
Technology can provide efficiency, but it can’t replace the personal connections that elevate a brand. Fashion, especially in the luxury space, thrives on emotions, storytelling, and memorable experiences. At the end of the day, technology should be seen as a tool to enhance the customer experience, not a substitute for it.
Striking the Balance
Fashion will always straddle the line between art and science, creativity and technology. But ultimately, what tips the scale is the customer experience. Whether online or in-store, a brand's ability to create a meaningful connection with its customers is what will set it apart. The magic lies not in the tech or the product alone, but in how well a brand understands and engages with its audience.
The future of fashion isn’t just about who can use technology most effectively, but about who can strike the perfect balance between innovation and the timeless art of building customer relationships.
Comments