The Desigual brand empowers its customers to use generative AI to “make wishes” and promises delivery in three months. Your brand should build one too.
Many fashion companies in 2023 have used AI in different ways, such as creating AI-designed clothing (by brands like Casablanca, Collina Strada, Heliot Emil, Revolve), using AI chatbots for customer service (by Zalando, Kering, Mercari, Shopify), or using AI to write product descriptions (by Snipes, Adore Me, Shopify). However, Desigual has taken a bold step with its new fashion line called “On Demand”.
This line is exclusively available on Desigual’s website and currently only in Spain, Germany, France, and Italy. The clothes in this collection are produced in limited quantities based on customer requests. Customers can track the production process, but they have to wait 90 days for delivery.
The “You want it, We do it” process
First, customers choose a clothing style (with future plans to fully open it to AI-designed clothes), then Desigual makes the garment, and finally, it’s delivered after 90 days. Desigual keeps customers informed about their garment’s production process through regular updates, which might also encourage them to promote the clothing and attract more buyers.
Thomas Meyer, the founder, is proud of allowing customers to design their clothes using AI, reflecting Desigual’s ethos. These highly customized products take three months to produce but are reasonably priced, ranging from 150 to over 300 Euros.
Why is it good for Desigual?
Allowing consumers to design clothes using AI has several benefits. It shifts the focus back to creating challenging garments that are profitable. This approach is unique as brands are increasingly becoming marketing-focused rather than technical. Traditionally, manufacturers would ‘guess’ consumer preferences, involving risks and competition. But by focusing on technical skills in clothing, similar to publishers with words, architects with buildings, and jewelers with metalwork, manufacturers can bypass competition, directly earn from consumers, and even understand other consumers’ preferences.
Every manufacturer of consumer goods should have their own AI tool and launch an “On Demand” product line. This AI can be developed through simple campaigns where people submit designs and consumers vote, leading to the production of the first batch of clothes.
