At the BRICS+ Fashion Summit, experts said AI is reshaping shopping, branding and production across the fashion industry.<\/p>\n
At the session \u2018Smart Shopping: How Can Brands Navigate the Revolution in Consumer Behavior?\u2019, held as part of the BRICS+ Fashion Summit, participants discussed the influence of artificial intelligence on the consumer journey, as well as how the functions of offline retail are changing.
\nAmong those taking part in the session were Huu Nguyen Canh, head of the fashion division of the Vietnam Design Association, and Mohsen Gorji, head of the Fashion Department at Iran\u2019s Ministry of Culture.
\nHuu Nguyen Canh noted that in conditions of a huge volume of content and recommendations, a brand\u2019s task is no longer only to show a product, but also to help a person make a choice. For this reason, digital platforms are gradually moving from simply displaying \u0430\u0441\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442 to creating ready-made consumption scenarios. According to him, a significant share of consumer behavior in Vietnam today is shaped by TikTok and other online platforms.
\nMohsen Gorji named digital characters as another important tool of new consumer behavior, saying they allow brands to build more personalized communication and create sustained contact with audiences.
\n\u201cBy creating a closer connection with consumers, virtual influencers are becoming an important tool for e-commerce and online business,\u201d Gorji said.
\nIn addition, at the session \u2018Investments in Creative Industries: Can Fashion Compete with Startups?\u2019, participants discussed the criteria by which investors evaluate fashion businesses, the role played by brand and cultural capital in investment appeal, and what companies need in order to scale up and enter international markets.
\nMeanwhile, during the session \u2018Production Technologies: What Will Change in the Next 5 Years\u2019,\u00a0the discussion focused on the impact of digitalization, artificial intelligence, automation, and the use of big data on production processes in the fashion industry.
\nThe BRICS+ Fashion Summit opened on Monday, September 28, at the Zaryadye Concert Hall in Moscow and will run until September 30.<\/p>\n","protected":false},"excerpt":{"rendered":"
At the BRICS+ Fashion Summit, experts said AI is reshaping shopping, branding and production across the fashion industry. At the session \u2018Smart Shopping: How Can Brands Navigate the Revolution in…<\/p>\n","protected":false},"author":1,"featured_media":39028,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[4,6,3],"tags":[],"class_list":["post-39027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economy","category-environment","category-politics"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t