“You can have anything you want in life if you dress for it,” Edit Head, an American film costume designer who won a record eight Oscars, once said.
Unfortunately, this powerful statement applies less to some of us who work remotely. Working from the comfort of your home has numerous advantages, yet one of its shortcomings is dressing up.
While one can argue that you can still dress up at home, we all know it’s not the same. That’s why some people working from home enjoy every other opportunity, no matter how small, to carefully choose their outfits.
Even people who don’t care about fashion have to think of it on special occasions, such as weddings and celebrations or just job interviews and important meetings. Fashion has a way of touching every one of us, at least gently.
It comes as no surprise, then, that the fashion industry is one of the world’s biggest economic sectors. According to a report from Uniform Market, the global apparel market is estimated at $1.84 trillion and will account for 1.6% of the world’s GDP in 2025.
Times are changing, and the fashion industry, despite its scope, is not immune to the trends and technological advancements.
That’s why a world-famous fashion and lifestyle brand, Ralph Lauren (RL) , has teamed up with Microsoft (MSFT) on the launch of a new app.
Image source: Ralph Lauren
Ralph Lauren launches “Ask Ralph” app
Ralph Lauren announced Sept. 9 the launch of Ask Ralph, a new AI-powered conversational shopping app. The app was developed in a longstanding partnership with Microsoft on its Azure OpenAI platform using advanced conversational AI technology.
The app relies on natural language processing and powerful AI to understand prompts, interpret context, and provide suitable recommendations.
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The idea behind Ask Ralph was to create an experience that vastly resembles the real one of speaking with an in-store stylist.
Customers can interact with the app just as they would with a stylist in a Ralph Lauren store, asking simple questions such as:
- What should I wear to a concert?
- Show me some women’s Polo Bear sweaters.
Then Ask Ralph answers with visuals, providing images of complete Polo Ralph Lauren looks with styling tips, integrating content from Ralph Lauren’s digital channels.
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Shoppers can ask further questions, refine results to meet their personal needs and their style, and add individual elements of a look to shopping cards or purchase complete recommendations.
The app clearly aims to take clothes shopping from the comfort of your home to a whole other level — with stylist recommendations.
Ask Ralph is already available for Ralph Lauren app users in the U.S. on Apple and Android devices.
Ralph Lauren’s Ask Ralph app highlights AI’s role in fashion industry
While Ralph Lauren’s app seems like a breakthrough, it’s been a while since AI started transforming the fashion industry. However, what makes the Ask Ralph app special is the legacy of the 58-year-old fashion brand.
AI’s role in the apparel space goes well beyond automation, according to a report by Sigma University. It can help “predict and forecast trends, understand consumer preferences, and generate design prototypes.”
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Designers use AI to obtain insights into patterns and styles that do well with certain audiences, enhancing efficiency.
Key AI applications in the fashion industry:
- Trend forecasting.
- Personalized shopping experiences.
- Supply chain optimization.
- Design assistance.
“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” stated Microsoft Corporate Vice President of Global Industry Solutions Shelley Bransten.
Ask Ralph app will see further refinement
To train the Ask Ralph model, Microsoft used both archived and newly collected data from Ralph Lauren to help define the brand’s unique aesthetic, according to a report from Fast Company.
To make the app as authentic as possible, Ralph Lauren’s creative team, including designed and in-store stylists, took part. The beta version was reviewed by employees for feedback.
“Whether you’re getting ready for a first day of a new job, or creating the perfect look for a night out, Ask Ralph is about more than just discovery — it is about engaging consumers with what they love most about Ralph Lauren: our iconic, unique take on style, providing timeless head-to-toe looks that inspire them to step into our world,” stated David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation.
Ralph Lauren plans to continue to upgrade the app with new features and increased personalized experiences when it gets feedback from consumers. The company also continues to invest in AI and other technologies to enhance the customer experience.
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