New Balance Used AI to Seek Out Fashionable Individuals at NYFW
Laura McQuarrie — September 10, 2018 — Fashion
References: newbalance & mashable
For many people who attend New York Fashion Week, it is a dream to be spotted and recognized for one's style—and at this year's events, New Balance created an AI fashion experience to specifically seek out individuals who stood out from the crowd.
As part of a one-day activation, New Balance unveiled a real-time technology to spot "exceptions" who epitomize individual style. While this feat is often taken on by streetstyle photographers, the technology streamlined the spotting of patterns, styles and accessories to simplify the task. As a reward for having exceptional style and standing out from the many people on the streets of NYC during Fashion Week, New Balance rewarded "exceptions" with its new Fresh Foam Cruz Nubuck shoe.
The Real Time Exception Spotting will also be coming to Toronto, Stockholm and Madrid later this fall.
As part of a one-day activation, New Balance unveiled a real-time technology to spot "exceptions" who epitomize individual style. While this feat is often taken on by streetstyle photographers, the technology streamlined the spotting of patterns, styles and accessories to simplify the task. As a reward for having exceptional style and standing out from the many people on the streets of NYC during Fashion Week, New Balance rewarded "exceptions" with its new Fresh Foam Cruz Nubuck shoe.
The Real Time Exception Spotting will also be coming to Toronto, Stockholm and Madrid later this fall.
Trend Themes
1. Real-time Exception Spotting - The use of AI technology to identify individuals who possess exceptional style in real-time, streamlining the process of spotting fashion trends.
2. Streamlined Fashion Recognition - The development of technology that simplifies the task of identifying patterns, styles, and accessories in the world of fashion.
3. Fashion Activation Experiences - The use of AI fashion experiences to engage with fashion-forward individuals and reward them for their exceptional style.
Industry Implications
1. Fashion - The fashion industry can leverage real-time exception spotting technology to discover emerging trends and engage with fashion influencers.
2. Technology - The development and integration of AI technology in the fashion industry to enhance fashion recognition and streamline the spotting of exceptional styles.
3. Retail - Retailers can utilize AI fashion activations to create unique experiences for customers and identify individuals with exceptional style for potential collaboration opportunities.
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