A utilização de inteligência artificial na indústria da moda

Abstract

Before the COVID-19 pandemic, e-commerce was already experiencing steady growth, and online clothing shopping was becoming increasingly popular. In 2020, the pandemic further accelerated this trend as social distancing restrictions and the temporary closure of physical stores led more people to turn to online shopping for their fashion needs. As e-commerce continued to rise, companies faced the challenge of creating a satisfactory shopping experience for customers, even without the human interaction present in physical stores. Many companies began investing in improving the user interface (UI) to increase customer satisfaction. However, even with a focus on the interface, concerns remained regarding the clothes being sold, as customers did not have the opportunity to physically try on the garments before making a purchase. This lack of pre-purchase try-on possibilities continued to generate uncertainties regarding the size and fit of the clothing and footwear purchased online. In this context, the aim of the thesis is to structure a technology startup in the fashion industry with a direct focus on the customer experience. The product developed is a tool that aims to reduce insecurities related to the size and fit of garments purchased online. By utilizing artificial intelligence through image recognition and augmented reality, the tool allows buyers to visualize how the items would look on their bodies, while also offering customization options for colors and sizes. This approach aims to increase customer confidence during the purchasing process and reduce the likelihood of frustrations arising from purchasing products that do not meet their expectations. The initiative aims to address a problem faced by many consumers who buy clothes and footwear online, without having the opportunity to try them on beforehand. With the help of artificial intelligence, it is possible to provide a more accurate and personalized solution for each individual, increasing customer satisfaction and reducing the number of returns and exchanges. In addition to the development of the tool itself, the project also addresses the business perspective, using methodologies such as the Business Model Canvas (BMC) to visualize and structure the entire business plan. The development of a Minimum Viable Product (MVP) is considered, as well as an analysis of the Rogers' diffusion curve to discuss scalability strategies, aiming to conquer both initial and main markets. Furthermore, the project also addresses the challenge of overcoming the "chasm" between these two target audiences, namely, how to overcome the challenges of expanding and reaching a broader market. This fashion-focused technology startup aims to transform the online shopping experience by providing customers with a more reliable and interactive way to virtually try on clothes and footwear before making their purchases. By combining artificial intelligence and augmented reality technology, the initiative seeks to improve customer satisfaction, increase confidence in online shopping, and reduce returns and product exchanges, making the online shopping process more convenient and satisfying for all parties involved.