New Delhi, Dec 24 (PTI) Online fashion retailer Myntra isusing futuristic technologies like data mining and artificialintelligence (AI) to help designers come up with patterns andstyles that can boost sales for apparel makers.
The Flipkart-owned company has already tested thisinternally with its two in-house brands Moda Rapido and Hereand Now which are powered by AI.
These brands in MyntraÂ’s private label portfolio havebeen receiving a great response from customers for their"machine-generated" designs.
"The software uses data like designs and styles that arepopular, cuts that customers prefer... it, then, comes up withdesigns on its own using AI that have been used by the twoin-house brands," Myntra Chief Products Officer AmbarishKenghe told PTI.
He added that Myntra is now looking at partnering withbrands in India and other countries to licence the software.
"Technology has been at the core of Myntra. We have hugeamount of data available in terms of what people are lookingfor, what they are actually buying and what they aren't," hesaid.
Apart from using machines to come up with new designs,Myntra is also looking at using augmented reality (AR) toenhance connect with consumers.
Myntra is working on adding a feature on its app forconsumers that can rate the user's attire and eventually, helpthem don clothes that are in fashion.
"It uses the camera of the phone, figures out what youare wearing and then provides a rating. It is for thefashion-conscious audience who would want to wear the latesttrends and be seen as fashionable," Kenghe said.
Another cool feature is the use of augmented reality tomake 'talking t-shirts' for its Roadster brand. On pointing atthe (AR-enabled) t-shirt, the design almost comes to life.
"We have a design where users can see various parts of amotorcycle's engine. While its early and it will be sometimebefore the t-shirt hits the market, but we think there are anumber of ways in which various brands can leverage this,"Kenghe said.
He added that all these innovations will also help Myntrain differentiating itself from other players.
Fashion is one of the largest categories in the e-commerce industry and one of the fast growing as well.
Flipkart -- which is locked in an intense battle withUS-based Amazon for leadership in the Indian e-commerce market-- had acquired Myntra in 2014 to strengthen its play in thefashion category.
Myntra, in turn, acquired smaller rival Jabong last yearto consolidate its position in the Indian market. PTI SRABM.
This is unedited, unformatted feed from the Press Trust of India wire.