In 2018, the topic of artificial intelligence (AI) was not yet very well known in the creative sector such as the fashion industry. However, Yoox was among the few preparing to venture into these uncharted waters. During this time, the Italian fashion retailer launched its innovative fashion brand 8 by Yoox, which integrated the unknown from the start.
Today, the explosion of ChatGPT and other AI-powered platforms has sparked a digital revolution and spotlighted various uses of this rapidly evolving technology. It’s also the year that 8 by Yoox celebrates its fifth anniversary, a remarkable anniversary in the brand’s history as it looks back on the developments that have shaped it.
Since the brand’s inception, 8 by Yoox has been guided by Yoox’s overarching philosophies and the customer has always been at the heart of the company, Yoox CEO Valentina Visconti Prasca told FashionUnited. “8 by Yoox is the realization of more than 20 years of dialogue between us and our customers,” added Visconti.
Data-driven approach supports customer requests
While AI isn’t exactly 8 by Yoox’s mainstay, it was a technology the brand focused on alongside its launch. She also helped the people behind the scenes determine market trends by analyzing and filtering Yoox’s data through human input.
“Over the years, we’ve continually researched what our consumers are looking for and developed 8 by Yoox with our clientele’s tastes and needs in mind, while staying true to our DNA: contemporary essentials with Italian design, versatility and accessible quality,” says Visconti.
The brand’s end product therefore varies with each launch and is a subtle nod to consumers’ preferences for each season. For example, the Tales of Africa project, presented in April 2022, was dedicated to artisan and African culture. Six different designers from the African continent have been selected to collaborate on designing different capsule collections. The theme was developed against the background that the brand says it has an increasing desire to become a more inclusive platform that gives global talent a voice.
Such a mission is also reflected in who Visconti defines as 8 by Yoox consumers; a group curated by both the data-driven approach and the creative team. Visconti ended up calling this group the “upcoming generation” and notes that their response to collections is reflected in a “very low response rate”. “Generation Z and Millennials want to connect with more conscious, sustainable and inclusive brands that share and support their values. With 8 by Yoox, we are working in this direction both in our seasonal collections and in the special capsule collections,” explains Visconti.
While many fashion brands seem reluctant to advance AI, the combination of values, data and style at 8 by Yoox seems to have only empowered those responsible and provide proof that human creativity can indeed be combined and enhanced with the use of such technology.
However, the use of AI at Yoox is not exclusively limited to the brand. The technology has slowly been integrated into various areas of the company over the last few years. For example, in late 2018, Yoox introduced an AI-powered virtual styling suite, YooxMirror. The platform, also aimed at younger customers, allows users to view the Yoox catalog in an interactive environment, with each piece demonstrated by an avatar who also guides the process. At the launch, Yoox detailed the sophisticated algorithms that power the platform and extract the product attributes to determine which items can be paired together.
By 2025, all private label products should be based on the principles of sustainability
Another area where 8 by Yoox excels is sustainability, according to Visconti. This comes as no surprise as Yoox itself is known for driving its own sustainable practices across the business. The company was one of the first retailers to adopt recycled packaging and in 2009 launched a platform called Yooxygen that focused on eco-friendly collections with a sustainable approach.
Visconti would like to bring these qualities to 8 by Yoox. “Since these initiatives, we’ve been working to embed sustainability more firmly across our business, and our Label 8 by Yoox is the perfect testing ground for us. We are in the process of transforming 8 by Yoox using the Infinity Product Guide, a tool developed by Yoox Net-a-Porter, to ensure all private label products are aligned with sustainability and circular economy principles by 2025,” said Visconti
These efforts can already be seen in the recent 8 by Yoox collections. While “8 by Coco Capitán” consists of over 80 percent surplus materials or organic cotton, 100 percent of the denim and jersey materials in the SS23 collection “8 by the Sea” were processed according to the guidelines mentioned above. Overall, more than 50 percent of the collection conformed to these principles, according to Visconti.
And the sustainability efforts don’t stop there. In 2020, Yoox also integrated digital IDs into all 8 by Yoox ready-to-wear collections, giving customers access to post-purchase information on care and styling recommendations to ensure the longevity of the items. This and other factors will continue to evolve, Visconti said, as will Yoox’s overall sustainability commitments. “The data and insights we have gathered about our customers over 20 years allows us to tailor the product to their needs and desires, reduce waste in the production process and prevent over-products from entering the market.”
When asked what to expect from 8 by Yoox in the near future, Visconti said: “While we design the collection to reflect our customers’ priorities and their preferred looks, we also think about longevity. The new collection combines pieces that will appeal to those looking for current trends with styles that can exist in any wardrobe thanks to an approach to fashion evolution, timeless and elegant shapes and good quality fabrics.”
This translated article originally appeared on FashionUnited.uk.