- Mango, a pioneer in the trend business, created a campaign generated completely by generative AI for the limited-edition Sundown Dream assortment of its youth line.
- The launch is a part of the Earn lever of Mango’s Strategic Plan 2024-2026, which goals to create worth by way of technological improvement, information administration and operational excellence.
- With a powerful dedication to innovation, Mango has developed greater than fifteen machine studying platforms (MLE) since 2018 that apply artificial intelligence at completely different factors of its worth chain, akin to pricing and personalisation, amongst different areas.
Mango, one among Europe’s main trend teams, demonstrated its dedication to innovation with the creation of the first campaign generated completely utilizing artificial intelligence for the limited-edition Sundown Dream assortment of the Mango Teen youth line, now out there in 95 markets. The corporate is a pioneer in the trend business and one among the first to develop the graphic picture of a set utilizing this expertise.
“This initiative displays our continued dedication to innovation and being on the innovative in the trend world,” says Jordi Alex, Chief Info Know-how Officer at Mango. “Artificial intelligence is a technological revolution that presents nice alternatives that ought to act as a co-pilot to increase the capabilities of our workers and additional amplify our creativity. As a result of expertise will both make us extra human or it will not,” he provides.
Quite a lot of inner groups collaborated on the improvement of the campaign, together with Mango Teen’s design, artwork and styling, dataset and AI mannequin coaching, and its images studio, amongst others. The creation course of started with capturing with actual images of every garment in the assortment. By leveraging the actual images, a generative AI mannequin was educated to discover ways to generate photos by positioning the actual clothes on a mannequin. On this part, the greatest problem was attaining photos with editorial high quality just like a trend campaign, whereas sustaining the traits of the garment and the mannequin. Lastly, as soon as the photos had been generated with AI, the artwork workforce chosen, retouched, edited and mastered the photos in the images studio.
This technological advance and the dedication to digital transformation are a part of the Earn lever of Mango’s Strategic Plan 2024-2026, which goals to create worth by way of technological improvement, information administration and operational excellence.
Dedication to innovation
Innovation has at all times been a key pillar of Mango’s technique and has helped the firm turn out to be one among the main teams in the European trend business. From the creation of a differentiated enterprise mannequin to model communication with the principal celebrities of the second or the pioneering dedication to digital transformation, the firm has been at the forefront of its sector.
Since 2018, Mango has developed greater than fifteen completely different platforms that apply artificial intelligence at completely different factors in its worth chain, akin to pricing and personalisation. Amongst the most notable is the inner conversational generative AI platform to deal with use instances of its workers and companions. Mango additionally makes use of a picture generative AI platform to assist the firm’s design and product workforce search inspiration by completely different ideas with the intention to co-create prints, materials and clothes and search inspiration for window dressing, structure and inside design. Different noteworthy platforms embrace the pricing coverage on mango.com and in the retail retailer chain; the product advice platform for prospects; in addition to its presence in additional than sixty international locations and in additional than twenty languages to enhance customer support.
In January 2024, Mango ratified its dedication to digital innovation by becoming a member of Roblox, the world immersive communication and connection platform that has greater than 70 million each day energetic customers. Particularly, the firm opened its first immersive retailer on the platform, positioned in the digital Outfit Buying Mall, the place customers can purchase Mango Teen digital clothes and merchandise for their avatars.