From Catwalk to Cart: How Fashion Brands Are Using Tech to Drive Sales

At the Global Beauty & Fashion AI Forum, industry leaders came together to explore how digital tools are revolutionizing fashion retail through personalized consumer experiences. This panel, From Catwalk to Cart: How Fashion Brands Are Using Tech to Drive Sales, brought together Lalla Asmaa Alaoui, CMO of The Horse Hub; Anu Raman, Retail Director of Buccellati; Marie Driscoll, Fashion, Beauty, and Luxury Retail Expert at The New School; and Karen Giberson, CEO and President of the Accessories Council. Moderated by Lara Schmoisman, CEO of The Darl, the discussion highlighted how AI technology is transforming the fashion industry from design to discovery to purchase.

AI is the New Co-Creator

AI is an integral part of the creative process for brands. As Lalla Asmaa Alaoui shared, The Horse Hub uses AI to address pain points in design and production by generating detailed collections to acting as a brand avatar that models designs. From leveraging AI agents trained on brand persona, The Horse Hub was able to take an entire line to market in just three months, something that was not possible before.

“I love AI because AI is a co-creator,” Alaoui explained. “We are the ones who have the idea because ideas and imagination are unlimited, but knowledge is limited. So I feel that AI is the one who executes your idea.”

Beyond creativity, AI reduces time and cost for content creation. While user-generated content (UGC) is impactful for authenticity and engagement, it can also be costly and time-consuming to produce. By generating more content in shorter time, AI can serve as a cost-effective creator that supports industry professionals instead of replacing them.

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Elevating the Luxury Experience

While technology enhances speed and efficiency, luxury brands like Buccelatti are using it to complement craftsmanship. “There are some things that technology and AI can never replace,” said Anu Raman.

Buccellati integrates digital tools through augmentation rather than substitution. For instance, virtual try-on (VTO) technology enables clients to try on pieces that may be out of stock and visualize them in different gold finishes or with various custom engravings. Digital tools offer a hyperpersonalized, high-touch experience that can support in-store shopping.

Raman noted that digital discovery is now the primary entry point for most consumers. Integrating AI into that journey helps brands connect with younger audiences who expect technology as part of the luxury experience, while also deepening relationships with long-term clients.

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Reinventing Retail in a Post-Pandemic World

For Marie Driscoll, the key challenge for brands today is drawing consumers to physical stores after the rise of ecommerce. “Before COVID, consumers had stopped going to stores because there was no service, no discovery, no fun,” she said. “A store has to give me a reason for showing up. So, that can be new product, discovery, experiences, building community, the opportunity to learn. For each retailer, it’s different.”

Modern consumers expect physical stores to offer more than just convenience—they seek a unique sense of discovery, education, and community that can’t be accessed just by online shopping. To meet those expectations, brands must bring the speed and personalization of digital tools into the store, whether through instant checkout or dressing room mirrors that simulate different light environments.

Driscoll also highlighted the role of AI in data-driven personalization. Predicting what a customer might want next or analyzing returns to avoid poor recommendations can not only reduce return rates but also strengthen brand loyalty.

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Technology Enhances Data Analysis

Karen Giberson of the Accessories Council emphasized that AI is a new reality and companies need to learn how to adapt and adjust. Beyond creativity and retail experiences, AI is transforming data analytics and operations, helping brands identify customer trends, keep track of inventory, and draw conclusions about what’s selling.

For example, brands can use technology to identify popular colors and styles from consumer purchase history and adjust future collections accordingly. This saves time for brands to improve service. AI can also make marketing content more discoverable by optimizing headlines to be more searchable using targeted keywords.

Conclusion: The Future of Fashion with AI & Digital Tools

AI is supporting the creativity of industry professionals through better, faster access to information. From more personalized shopping experiences to better operations, digital innovation is helping brands connect with consumers in a predictive manner.

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