en.Wedoany.com Reported - UK womenswear retailer New Look has partnered with artificial intelligence technology company Fermat to deploy its AI platform across its sourcing and design departments, aiming to speed up the product development process. Designers will be able to use the platform to create virtual product prototypes, experiment with multiple design iterations, and evaluate different style options.
New Look stated that the Fermat platform will enhance designers' ability to experiment creatively, enabling them to respond more quickly to customer preferences and supporting continuous adjustments to product lines. By reducing reliance on traditional physical sampling processes, the platform also aims to improve the efficiency and sustainability of product development.
Anica Wislawski, Creative Director at New Look, said that Fermat allows designers to turn ideas into reality faster, explore more possibilities, and optimize products through multiple iterations before they reach customers. She also noted that this tool helps the design team save time in certain process steps, which can be redirected to key areas of human creativity, such as understanding customers, anticipating needs, and thinking about styling combinations.
This deployment is part of New Look's broader strategy to drive the application of data, AI, and digital technologies within its sourcing and design departments. The retailer is combining customer insights, trend analysis, and technology investments to discover new trends and bring products to market more efficiently.
Last year, New Look received a £30 million ($40 million) investment from its shareholders to accelerate digital transformation and improve online operations. The company plans to further invest in data infrastructure, AI, and e-commerce systems, aiming to deliver a more personalized experience to the 10 million customers in its database. Its goals include doubling digital orders from £500 million to £1 billion by 2030 and achieving a 10% online market share by fiscal year 2028.
Additionally, the retailer is leveraging insights gathered from its customer loyalty program, "Club New Look," to guide its digital and data strategy. The program has over 1 million members and helps understand consumer behavior and preferences. Wislawski added that by combining creative intuition, customer insights, and AI tools, the team can make more informed decisions, transforming trends into ideas applicable to everyday outfits, thereby creating better products and styling experiences.
