Fashion and lifestyle m-commerce platform Myntra plans to make new styles and collections available to customers every four weeks, using artificial intelligence.

A 30-member team of technologists and fashion experts has been working on the fashion platform, which is driven by consumer insights, for the last 12 months. The insights generated by the platform are implemented in the Myntra Lab and the final product is made available on the Myntra app for customers to buy.

Myntra has piloted fashion products created through the platform in four categories including tees, jeans, sweatshirts and kurtas over the last few months and will extend it to other categories next year. A new collection generated by the Fashion platform for the Fall/Winter season in the four categories are now available on the Myntra app.

“While others spend months speculating on what customers would like to wear and then go about making it and bringing it to market, over several months, we know what customers are loving right now and introduce it in just four weeks flat,” Ganesh Subramanian, Myntra’s Head of New Initiatives told BusinessLine .

How it works The entire digital space including fashion portals, social media and the Myntra customer data is scanned to zero in on what customers are looking for.

Using computer vision and Artificial Intelligence (machine learning) on the scanned data, the platform figures out what customers love. Those insights are passed on for implementation in designs by the Lab, which puts the finished products on the Myntra app.

Data on whether customers are buying the products or not are fed into the computer, which continues to learn and throw up what works best for customers.

“We have figured out a process by which fashion can be made in 4 weeks and we have done that in all the above product categories with a fair amount of runs. These products sell under a neutral dummy brand that we have created, which are standard products at standard prices,” said Subramanian.

Myntra plans to share the insights generated by the fashion platform with selected brand partners in 2016.

“Brands can bring out collections much faster… Currently brands sell 50 per cent of their new collections over 4-6 months at full price and the rest is discounted. We can help them sell 80 per cent of their collection at full price in just 2 months. Vendors who make our products will get paid more often, and customers will have a plethora of choices” said Subramanian.

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