E-commerce giant, Myntra is all set to be the only fashion brand in India to offer a fully-automated design collection – with the help of Moda Rapido – without any human design intervention.
Moda Rapido, Myntra’s in-house fast fashion brand, powered by Artificial Intelligence – intelligence technology exhibited by machines, was launched 18 months ago with limitation to items such as jeans and t-shirts for men and women, and now it will include other clothing items as well.
According to Myntra, once a customer selects a Moda Rapido T-shirt, he will also be presented with an entire look that is computer generated, including the style of jeans, belt & shoes that would look best with the t-shirt. The computer is fed with data from the entire digital space, including fashion portals, social media and Myntra’s own customer data, which the computer scans to zero in on what customers are looking for.
Using computer vision and artificial intelligence on the scanned data, the platform creates thousands of permutations and zooms in on what would sell best; creating a TechPack which has all the design dimensions and specifications for manufacturing.
Beginning with a range of t-shirts that will be available on Myntra in 15 days, the collection will offer computer generated fashions in jeans, kurtas and shoes.
“We are launching a fully automated Moda Rapido fashion collection starting with T-shirts where designers have no role to play. Next will follow, a line of jeans, kurtas and shoes. Artificial Intelligence would figure out certain attributes like a placket with a contrast that is selling well, a Chinese collar that is very popular or a particular type of cuff design that works well. We have graduated to zero human intervention,” commented Ambarish Kenghe, SVP, Head of Product, Myntra.