Online fashion retailer, Myntra, is employing technologies like data mining and artificial intelligence in order to enable designers come up with patterns and styles which will boost sales for the garment makers. The technology has already been tested by the Flipkart-owned company on two of its in-house
brands, namely, Moda Rapido and Here and Now. These private in house brands of Myntra, have been receiving a great amount of positive feedback for their AI generated patterns and designs.

“The software uses data like designs and styles that are popular, cuts that customers prefer …it then, comes up with designs on its own using AI that have been used by the two in house brands,” said Myntra Chief Products Officer, Ambarish Kenghe. He added that the company is now looking to partner with brands in India and abroad in order licence the software.

“Technology has been at the core of Myntra. We have huge amount of data available in terms of what people are looking for, what they are actually buying and what they aren’t,” he was quoted saying. In addition to using AI in order to improve consumer choice, the company is also looking to use Augmented Reality (AR) technologies to enhance consumer experience and connectivity with the company.

An example of the use of AR , are the ‘talking t- shirts’ that have been created for their in house brand , Roadster; pointing at the shirt , makes the design come to life. When speaking of this, Ambarish Kenghe said, “We have a design where users can see various parts of a motorcycle. While it’s early and it will be sometime before the t-shirt hits the market, but we think there are a number of ways in which various brands can leverage this.”

Additionally, the company is also working on adding a feature on their app, which can rate the user’s attire and eventually help consumers select clothes which are in fashion. “Its uses the camera of the phone, figures out what you are wearing and provides a rating. It is for the fashion conscious audience who would want to wear the latest trends and be seen as fashionable,” Kenghe said when speaking about this feature.

The innovations help Myntra differentiate itself from the numerous other players in the market, as rightly pointed out by Kenghe. Fashion is one of the largest e-commerce categories in India and is a fast growing and dynamic segment as well. Flipkart – which is locked with the U.S- based Amazon in an effort to acquire greater share of the e-commerce market in India- acquired Myntra in 2014 to consolidate its position in the fashion market. Myntra in turn acquired its rival Jabong last year in order to strengthen its own position in the Indian market.

(Picture courtesy: Youthsera.com)