The role of AI-powered fashion tech in fashion sustainable consumer behaviour

In addition, in the digital era as nowadays, the usage of artificial intelligence or AI is widespread in every area, including the world of personal colour analysis and body type classification. The purpose of this report is to explore public opinion about the integration between AI and style suggestions from both personal colour analysis and body shape classification and how this integration can affect consumers’ purchasing behaviour. It focuses on learning about the overall discussion among the internet to explore the possibility of shifting consumer behaviour to sustainability using AI integration for personal colour analysis and body classification. As these two topics are commonly mentioned on social media and other online platforms, qualitative content analysis and netnography methods are employed, using coding to analyse the empirical data. 

The finding illustrates that personal colour analysis and body shape classification are popular and desirable for people on social media, especially those who started to be interested in fashion. However, personal colour analysis is criticised for being subjective or opinion-based. In spite of the criticisms, some social media users still find it useful for selecting clothes and helps them become more confident. As well as the body shape classification, TikTok users show interest in learning how to dress for their body type but some struggle to do it themselves. People who are familiar or have an experience with personal colour analysis and body shape classification mentioned that it helps them to focus on clothes that are suitable for them and tune out those that are not. Moreover, a sustainable fashion content creator on YouTube said that it might be able to help individuals to make more sustainable choices instead of buying clothes and regret later. This supports the potential of personal colour analysis and body classification for shifting excessive consumption to what is more sustainable. 

For the AI integration, there is still a limitation of AI’s ability to analyse personal colour or body classification. There are existing websites and applications that attempt to execute AI integration in personal colour analysis and body shape classification but they have gained a lot of criticism for not being accurate, particularly for those using colour picking methods. Although there is a limitation in the present day, AI technology is developing continuously. In the future, it is possible to improve the accuracy for AI integration in personal colour analysis and body classification.

To summarise, personal colour analysis and body type classification have potential to enhance customer satisfaction which will affect product life extension and reduction of return rates. These will not only benefit customers for cost and space saving but also improve return product inventory and sustainability for both the companies and the environment. Further, AI integration still faces its limitation but hopefully will improve by time.

Project details

Title: The Role of AI-Powered Fashion Tech in Fashion Sustainable Consumer Behaviour

Tagline: Can personal colour analysis and body type classification be able to shift consumer behaviour towards sustainable consumption?

Year: 2025

Language: English

Author: Ramida Tippachon

Course: Textile Management Field Study

Program: Master programme in Fashion Marketing and Management

Supervisor: Jenny Balkow and Marianne Louwerse

Technology: Visual Studio Code for coding the website prototype