Pandit Deendayal Energy University

School of Liberal Studies

UG Dissertation Proposal

On

TRANSFORMING THREADS : AI’S IMPACT ON FASHION

MARKETING INDUSTRY

Name of Faculty Guide: Dr. Nigam Dave

Student Name & Roll No.: Vaishnavi bhansali
20BABBA278
 INTRODUCTION
The fashion industry is a dynamic and rapidly evolving sector that heavily relies on consumer preferences and market
trends. Marketers in this domain continuously aim to align with the fashion-savvy customer base, using a range of
tactics to link brands to their audience. In recent years, artificial intelligence (AI) has emerged as a transformative
force, offering unprecedented opportunities for fashion marketing.

This research aims to explore the diverse dimensions of AI's influence in the fashion marketing industry with the
following objectives:
1. Technical Challenges: Investigate the technical hurdles and innovative solutions for integrating AI effectively into
sustainable fashion marketing.
2. Ethical Considerations: Examine the ethical implications of AI adoption in fashion marketing, including data
privacy, transparency, and responsible AI use, while proposing ethical frameworks.
3. Operational Strategies: Analyze practical challenges faced by fashion businesses in implementing AI, and develop
strategies to optimize AI adoption, considering cost-efficiency and technical expertise.
4. Labor-Related Gap: Investigate the impact of AI adoption on the fashion industry's labor force, addressing
potential job displacement and recommending measures for workforce adaptation, job security, and upskilling
opportunities.
 Literature Review
Sr. No. Author Name (Year) Title of Paper Journal Name Major Findings
1 Bharati Rathore. (2019) Fashion Sustainability in the AI Era: Eduzone: International Peer Artificial intelligence (AI) in sustainable
Opportunities and Challenges in Reviewed/Refereed fashion marketing has the potential to address
Marketing Multidisciplinary Journal, 8(2), 17- challenges such as consumer education,
24. supply chain transparency, and waste
reduction. However, there are also technical,
ethical, and operational challenges that need
to be addressed.

2 Giri, C., Jain, S., Zeng, X., & A detailed review of artificial EEE Access 7 (2019): 95376-95396. In the fashion industry, machine learning and
Bruniaux, P. (2019) intelligence applied in the fashion expert systems are widely used for supply
and apparel industry chain forecasting. Research has primarily
focused on business-to-business (B2B)
applications, with limited attention given to
business-to-consumer (B2C) issues.
3 Larsen, C. G. (2020) Digital turn in fashion trend AI is increasingly relevant in fashion trend
forecasting: An explorative study of forecasting, as it helps in observing trends,
artificial intelligence, media reducing overproduction, and meeting
platforms, and media users to consumer needs. However, there are concerns
understand changes in fashion trend that AI might not capture certain qualities of
forecasting in the digital age fashion and could potentially limit the ability
to surprise or shock consumers.
Sr. No. Author Name (Year) Title of Paper Journal Name Major Findings
4 Silva, E. S., & Bonetti, F. (2021) Digital humans in fashion: Will Journal of Retailing and Consumer Consumers show strong interest in interacting
consumers interact? Services, 60, 102430. with digital humans in fashion, offering a
valuable opportunity for businesses to
improve e-commerce and marketing
strategies, align with post-COVID-19
challenges, and meet sustainability demands.
This research adds to the limited knowledge
on consumer engagement with digital humans
in the fashion industry.
5 Dr. Bharati Rathore. (2021) Fashion Transformation 4.0 : Beyond Eduzone: International Peer A key finding is that digital marketing is driving
Digitalization & Marketing in Fashion Reviewed/Refereed fashion industry innovation and growth. It
Industry Multidisciplinary Journal, 10(2), 54- enables personalized customer experiences,
59. operational efficiency, and sustainability
through AI and data analytics, emphasizing
the need for sustainability and social
responsibility in marketing strategies to meet
changing consumer demands.

6 Sareen, S. (2022) The AI Couturiers: Redefining Scandinavian Journal of Information AI algorithms and technologies can empower
Fashion with Artificial Intelligence. Systems, 34(2), 186-189. fashion designers, manufacturers, and
retailers to create cutting-edge designs,
optimize production processes, personalize
experiences for customers, and drive
sustainability and material innovation.
Sr. No. Author Name (Year) Title of Paper Journal Name Major Findings
7 Akhtar, W. H., Watanabe, C., A New Perspective on the Textile and Textiles, 2(4), 633-656 The major finding is that Amazon's use of AI
Tou, Y., & Neittaanmäki, P. Apparel Industry in the Digital and digital innovations has transformed the
(2022) Transformation Era fashion industry. They've introduced advanced
digital fashions, integrated AI tools like
recommendation engines and virtual reality,
enabling personalized recommendations,
trend analysis, and real-time customer
experiences. Amazon's AI investments have
also led to on-demand manufacturing, neo-
luxury fashion, and a showcasing the pivotal
role of AI in fashion industry innovation and
digital transformation.
8 Zou, X., & Wong, W. (2021) fashion after fashion: A report of ai arXiv preprint arXiv:2105.03050. AI in Fashion has the potential to become a
in fashion.
major disruptor of the fashion industry in the
near future. The development of AI
technologies in fashion has led to various
applications and opportunities in areas such
as evaluation, basic tech, selling, styling,
design, and buying. The global spending on AI
in the fashion market is expected to grow
significantly, reaching USD 1,260 million by
2024.
KEY RESEARCH GAP
.
•Technical Challenges: AI integration in fashion faces technical hurdles, like data quality and
tailored AI algorithms for visual and aesthetic elements in fashion.

•Ethical Challenges: Ethical considerations include data privacy, transparency in AI decision-

making, and the responsible use of AI in fashion marketing.
•Operational Challenges: Implementing AI in fashion involves practical issues like costs and the
need for well-defined strategies. 1)

•Labor-Related Gap: Integrating AI may impact the existing workforce, prompting concerns about
job displacement and shifts in work roles

More research is needed to find solutions to these challenges and make sure that using AI in
sustainable fashion marketing is good for the fashion industry and its workers. It should also
follow ethical and eco-friendly practices.
RESEARCH QUESTIONS
• What are the specific technical challenges in integrating AI into sustainable
fashion marketing, especially concerning data quality and system integration?
• What strategies can be devised to optimize AI adoption, taking into account these
operational challenges ?
• How does the introduction of AI in sustainable fashion marketing impact the
existing labor force, and what are the potential consequences for employment
and job security?
• How can ethical frameworks be established to guide responsible AI use in the
fashion industry?
DATA COLLECTION
.
1. Surveys and 2. Case Studies
Questionnaires:
Target Audience: Fashion industry professionals and Fashion Brands: Select a few fashion brands that have
consumers implemented AI in their marketing strategies.
Data Type: Quantitative data on perceptions, Data Collection: Gather data on their AI integration
attitudes, and preferences related to AI in fashion approaches, challenges faced, and the impact on their
marketing. operations and labor force.
Questions: Include questions about technical
challenges, ethical considerations, operational
hurdles, and labor-related aspects.
Expected Outcome
The expected outcomes of the research on AI integration in sustainable
fashion marketing include insights into technical solutions, the
development of ethical frameworks, practical strategies for overcoming
operational challenges, recommendations for addressing labor-related
gaps, insights into consumer and industry perceptions, best practices
from case studies, policy implications, contributions to sustainability,
and enhanced knowledge for the industry.
These outcomes will collectively contribute to a better understanding of
AI's role in fashion marketing and provide actionable guidance for
industry professionals.
References
Zou, X., & Wong, W. (2021). fashion after fashion: A report of ai in fashion. arXiv preprint arXiv:2105.03050.

Akhtar, W. H., Watanabe, C., Tou, Y., & Neittaanmäki, P. (2022). A New Perspective on the Textile and Apparel Industry in the
Digital Transformation Era. Textiles, 2(4), 633-656.

Rathore, B. (2021). Fashion Transformation 4.0: Beyond Digitalization & Marketing in Fashion Industry. Eduzone: International
Peer Reviewed/Refereed Multidisciplinary Journal, 10(2), 54-59.

Giri, C., Jain, S., Zeng, X., & Bruniaux, P. (2019). A detailed review of artificial intelligence applied in the fashion and apparel
industry. IEEE Access, 7, 95376-95396.

Rathore, B. (2019). Fashion Sustainability in the AI Era: Opportunities and Challenges in Marketing. Eduzone: International Peer
Reviewed/Refereed Multidisciplinary Journal, 8(2), 17-24.

Giri, C., Jain, S., Zeng, X., & Bruniaux, P. (2019). A detailed review of artificial intelligence applied in the fashion and apparel
industry. IEEE Access, 7, 95376-95396.