E-platforms strengthening backend to serve customers better

Online fashion platforms are investing in upgrading their technological backend to serve customers with the latest fashion trends. They are strengthening the backend by focusing on big data analytics, editorial teams and artificial intelligence-enabled smart bots to be ahead in the competition.

Cash-rich leading fashion marketplaces such as Flipkart backed app Myntra, Snapdeal and Amazon are ahead of their peers who have already made big investments in high-tech solutions to offer trendy fashion. Myntra, for instance has introduced a concept that leverages artificial intelligence (AI) and big data analytics to shorten the fashion production life cycle. Called ‘Artie’, a smart bot gathers consumer insights to create a range of on-trend and fast fashion apparel under the ‘Moda Rapido’ brand.

A bot, created by a team of 25 Myntra technologists and fashion experts collects all fashion-related information in real time and uses it as a base to determine trends and forecast demand. Even Snapdeal recently launched Snaptrends, an online future-defining, fashion trend forecasting service for its sellers. And Amazon India has employed a strong fashion editorial team to forecast upcoming trends.