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Fashionable Feats with Generative AI

Updated: Jun 20

Technology Impact Forecast on the Business of Fashion in Africa and the World

This article delves into the applications of AI in fashion, such as trend forecasting, personalized recommendations, supply chain optimization, and virtual try-on experiences. It examines the opportunities and challenges that AI presents to fashion businesses in Africa, highlighting the potential for economic growth and innovation. By leveraging AI technologies, the African fashion industry can enhance creativity, improve operational efficiency, and cater to the evolving demands of consumers.

The fashion industry in Africa is experiencing a transformative shift with the advent of Artificial Intelligence (AI). AI-powered technologies offer unprecedented opportunities for fashion businesses to streamline operations, enhance customer experiences, and unlock new avenues for growth.

AI in Trend Forecasting

Authentic African fashion is unlike any other textile masterpiece, it carries the multi-diverse African Heritage, it commands rich culture, and is used as a canvas to express the colorful and artistic beauty the continent oozes with. Can you imagine an AI influencing that?

And can you also imagine the opportunity to scale the blueprint of African fashion to mainstream fashion houses?

One of the biggest challenges and opportunities in the world of various types of fashion, is trend prediction, according to season, according to social influences, and according to economic influences. Accurate trend forecasting is crucial for fashion businesses to stay ahead of the competition and meet consumer demands.

AI algorithms can analyze vast amounts of data from social media, fashion blogs, and online platforms to identify emerging trends. By leveraging trend forecasting tools, African fashion businesses can make data-driven decisions regarding product design, inventory management, and marketing strategies.

This could provide an economic incentive that could also benefit the climate, with accurate knowledge and data about what to design, resource wastage will be low impacting the billion-dollar problem backed by humanity's desire to look good and stay relevant. It's worth knowing that Clothing and textiles make up at least 7% of the total waste in global landfills.

Between 80 and 100 billion new clothing garments are produced globally every year and 87% of the materials and fibers used to make clothing will end up in either incinerators or landfills.

Personalized Recommendations and Customer Insights

AI typically excels in analyzing customer preferences and behavior, enabling fashion businesses to offer personalized recommendations. By utilizing machine learning techniques, African fashion brands can deliver tailored product suggestions, enhancing the shopping experience and driving customer engagement.

Moreover, data analytics tools can provide valuable insights into customer preferences, enabling businesses to understand market trends and adapt their offerings accordingly. This means large retailers can take a step further to personalize customer shopping experiences by also understanding each individual customer, not clusters of customer insights.

Supply Chain Optimization

The threads that bind fashion supply chain optimization are influenced by the industry's resistance and slow integration of technology. According to McKinsey's State of Fashion report, In 2021, fashion companies invested between 1.6 and 1.8 percent of their revenues in technology and it's estimated that that investment could5 reach 3.0 - 3.5 percent by 2030.

This demonstrates that the fashion industry is resistant to change, but why?

According to Martin Drake-Knight, design engineer at Teemill, which prints and ships items for anyone with a smartphone, “The design of the industry itself is outdated”.

On the continent, this is not to mention the lack of digital literacy and infrastructure and that in most parts of Africa, tailors and seamstresses are part of the informal job sector which means access to financing for relevant supply chain and technology tools would be challenging, strenuous and to them seem an unnecessary ''headache'.

Efficient supply chain management is critical for the success of any fashion business. Technology can optimize various aspects of the supply chain, including demand forecasting, inventory management, and logistics.

In order to generate actionable insights, a crucial initial step is establishing seamless connectivity among diverse data sources. This can be particularly challenging due to the varying levels of digital maturity within companies' supply chains. It demands adaptable solutions to efficiently gather data from partners across all levels.

By integrating AI systems, African fashion companies can improve inventory accuracy, reduce costs, minimize waste, and enhance overall operational efficiency.

Virtual Try-On Experiences

Virtual try-on experiences have gained popularity in the fashion industry. Through augmented reality (AR) and computer vision technologies, customers can virtually try on clothing and accessories before making a purchase. This immersive experience not only enhances customer satisfaction but also reduces the rate of returns, resulting in cost savings for fashion businesses in Africa. This opens up a world of possibilities given Vanity sizing, or size inflation, is on the rise. Basically, we are getting bigger, and for clothing manufacturers that means producing more ready-to-wear sizes that are big in design with smaller size tags. This is confusing to the consumer, especially for online shopping, at scale this causes environmental waste and a negative customer shopping experience.

Opportunities and Challenges

The adoption of AI in the African fashion industry presents numerous opportunities for growth and innovation, but we are still far from its full adoption. For tech-savvy entrepreneurs, this can prove to be a worthwhile opportunity to utilize AI to facilitate the emergence of local fashion startups, create job opportunities, and contribute to economic development.

However, challenges such as data privacy, algorithm bias, and the digital divide need to be addressed to ensure a fair and inclusive tech-enabled fashion ecosystem in Africa. Our current biggest challenge in this regard is the lack of data.


Artificial Intelligence is poised to revolutionize the business of fashion in Africa, offering transformative solutions for trend forecasting, personalized recommendations, supply chain optimization, and virtual try-on experiences.

By embracing AI technologies, African fashion businesses can enhance their competitiveness, drive innovation, and meet the evolving demands of consumers. However, it is crucial to address the challenges associated with technology adoption, & education access to ensure ethical and inclusive practices that will unlock the full potential of AI in the African fashion landscape.


1Hu, S., & Li, Y. (2022). The impact of artificial intelligence on the fashion industry. International Journal of Fashion Design, Technology, and Education, 15(2), 149-162.

Hu, S., & Li, Y. (2022). The impact of artificial intelligence on the fashion industry. International Journal of Fashion Design, Technology, and Education, 15(2), 149-162.

Kiptanui, M. (2021). Artificial intelligence in the fashion industry: A systematic review. Journal of African Fashion Studies, 8(1), 67-83.

Mureithi, J. N., & Njuguna, M. (2020). Leveraging artificial intelligence for supply chain optimization in the fashion industry: A case study of African fashion brands. Journal of Business and Retail Management Research, 14(3), 97-110.

Olowe, O., & Ayeni, R. (2019). Artificial intelligence and its impact on personalized recommendations in the fashion industry. Journal of Fashion Marketing and Management, 23(2), 215-232.

Tetteh, E., & Agyemang, F. A. (2023). Virtual try-on experiences in the fashion industry: Exploring the potential of augmented reality. African Journal of Science, Technology, Innovation, and Development, 15(1), 112-127.

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