From Sample to Sale: How AI Is Changing the Preorder Season
AI is fundamentally changing how wholesale collaboration works: less time spent on shoots, more compelling presentations, more complete data sets. We're developing solutions that help brands and retailers make the most of it.
In Wholesale, campaign and lookbook shoots are often too late for the start of preorder seasons. Images are missing, product data is incomplete, and presentations in (digital) showrooms fall short of expectations. At the same time, retailer expectations are rising: they want complete, inspiring content – as early as possible. For many brands, this creates a familiar conflict between speed, quality, and cost. Artificial intelligence (AI) is fundamentally changing that.
AI closes the gap between product and presentation
Many brands walk into their showroom appointments without finished campaign imagery – armed with pack shots or sketches instead of inspiring presentations. That's exactly where our Digital Showroom comes in: AI-generated on-model images in studio quality, created directly on the platform – no camera, no location, no lead time. The workflow is straightforward: generate a look, save it, buy it. Presentations become more compelling, lookbook creation more fluid, and key looks easier to order. The result: brands spend less time and money on shoots – and more time actually selling.
Complete Product Data Through AI-Powered Data Enrichment
AI also plays a key role when it comes to product data. In our Content Hub, missing attributes such as colors, categories, or image context are automatically derived from product images and added to the data set. For retailers, this makes a tangible difference: more complete data means better discoverability, more informed buying decisions – and fewer returns.
Faster Pace, New Responsibility
As AI adoption grows, so does regulatory responsibility. The EU AI Act requires the labeling of AI-generated content. We've already developed a cross-system solution that combines efficiency with transparency.
Anyone looking to run a more efficient preorder season can no longer afford to ignore AI – the only question is how thoughtfully you implement it.
AI in the Digital Showroom: Our Webinar on the Future of Preorder
The way brands present and sell collections during the preorder season is changing — and AI is at the center of it. In our latest webinar, we explored what that means in practice: from AI-generated looks in the Digital Showroom to data-driven decisions that help brands and retailers work faster and smarter.
Unlocking Sustainability Data: Introducing the Retailer Requirements Matrix
The Retailer Requirements Matrix (RRM) brings clarity and alignment to sustainability data requirements across Europe’s major fashion retailers. Hosted by Fashion Cloud, it empowers brands and retailers to navigate expectations with confidence and collaborate more effectively. Discover how the RRM simplifies complexity and drives industry‑wide progress.