New Look has implemented AI-powered tools which it believes will speed up product development and help its buying and design teams bring new ideas to market faster.

The clothing retailer said the new AI visualisation platform will allow teams to create virtual product renders, test multiple design iterations and explore different styling options.

New Look has partnered with AI commerce platform Fermat to deploy the new solution.

The retailer said the technology would allow designers to experiment more easily, which will unlock “greater creativity” and help teams respond to customer demand.

It added that it believes the tool will reduce the retailer’s overall reliance on traditional product sampling, helping to streamline the design process and increase the sustainability of product development.

The rollout forms part of New Look's wider digital transformation strategy, which is embedding AI, data and technology across its buying and design functions. The retailer said it is combining customer insight, trend analysis and AI tools to identify emerging fashion trends more quickly and translate them into products faster.

Anica Wislawski, creative director at New Look, said that the new technology allows staff to concentrate on creativity and identifying what a customer would like to wear next.

“By combining creative instinct, customer insight, and AI-powered tools, we're able to make more informed decisions and shape trends into wearable ideas that work in everyday life,” she added. “It strengthens the golden thread from concept to customer, helping us create better products, better outfits and ultimately more confidence for our customer.”

New Look added that insights generated through its Club New Look loyalty programme, which recently surpassed one million members, are playing an increasingly important role in shaping product decisions by providing a deeper understanding of customer preferences and shopping behaviours.

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