Ben Garton

The fashion forecast for 2025? It's not looking so bright ⚡ 80% of fashion execs are bracing for slow growth. So what's the game plan for fashion brands? 2 key moves that'll matter (according to fashion execs): • Getting hyper-local 📍 • Clear differentiation 💫 But here's where it gets interesting... A leading CPG brand just dropped some wild numbers on their AI content system: • 85% less QA time ↳ Faster approvals ↳ Fewer bottlenecks • 30% faster time-to-market ↳ Beating out competitors • 45% lower production costs ↳ Direct impact on margins • 60% better first-time-right deliverables ↳ Less revisions, more efficiency This isn't future talk. It's happening now. Here's the reality for fashion brands: 2025's growth forecast is modest. But there's opportunity in efficiency. Want to win in 2025? The numbers speak for themselves. AI isn't just an option anymore. It's a competitive edge. — Liked this post? → Follow @BenGarton6 for more. I help global fashion brands scale creative efficiency through Gen AI. Send me a DM and let’s connect!

In my 3 years working with billion-dollar fashion brands — from digital avatars to AI — I repeatedly hear the same 3 things. Every executive faces the same three challenges: 1. Global-local alignment is broken. ↳ Local markets only stock a fraction of the global catalog. 2. Asset localisation drains resources. ↳ Each market needs unique languages, clothes, and models. 3. Quality control. ↳ Maintaining brand guidelines across thousands of assets remains a battle. Sound familiar? We used to tackle these as separate problems. But over time, we've developed a unified solution. Working with our partners at @NVIDIA, we've built something special. We call it AVA - an AI solution that: 1. From one design to thousands. ↳ Upload a CSV with sizes and copy; ↳ Then let AVA complete all your asset versioning needs. 2. Asset localisation. ↳ Adapt your assets to all your markets' needs; ↳Through both language changes and model replacements. 3. Runs independent quality checks against brand guidelines with 98% accuracy. AVA is already in the hands of our global beta customers. And we're now ready to launch to everyone... More details will follow soon! (Yes, I know this is an announcement of an announcement. But trust me, it's worth the wait.) In the mean time ↓ Follow me @BenGarton6 if you want to see how we're transforming AI fashion retail.

A popular belief that's wrong: AI can’t maintain brand quality. That used to be true, but not anymore. I often hear fashion executives worry about brand integrity with AI. And I understand why: Horrific AI content plagued our timelines not too long ago. (think Will Smith eating pasta) The first AI ad campaigns weren't perfect either. But things move fast. Especially with AI. Concerns about brand integrity were valid a year ago. But today? Absolutely not. And here is why: Modern AI systems can be given precise guardrails and restrictions. Want to protect certain image elements? Done. Need specific colour correction while preserving product integrity? Possible. These aren't theoretical capabilities. They're being used now. The real solution is to implement a proper AI integration strategy. One with careful testing and validation at its core. But you can't just jump in blindly. It requires a strategic approach that considers your brand's requirements. While carefully choosing where to apply AI in your brand workflow. Is it simple? No. But the alternative is missing out on powerful tools while your competitors leap ahead. — Lined this post? Follow @BenGarton6 for more. I help global fashion brands scale creative efficiency through Gen AI. Send me a DM and let’s connect.

The only way to improve a coffee at sunrise is to put a cute dog on it 🐶

Liked this post? → Follow @BenGarton6 for more. I help global fashion brands scale creative efficiency through Gen AI. Send me a DM and let’s connect!

These principles helped transform Galliano into one of fashion's most creative creators. Which one resonated most with you?

Meet the first EVER British designer to lead a French haute couture house. • He headed Givenchy & Dior • Made Nicole Kidman's iconic '97 Oscar dress • Considered one of fashion's most creative talents Here are 9 of John Galliano's principles for unleashing creative genius:

The fashion Playbook is changing in 2025 🔄 Growth is expected to slow, leaving brands looking for new ways to gain market share. The 2 biggest priorities on the agenda of fashion executives? According to the State of Fashion 2025 report: 1) Differentiation 2) Localisation → 50% of execs plan to localise their go-to-market model. → 65% also plan to alter their assortments across price points. Why? Because of: • Slowing economic growth in 2025. • A broad consumer demand for more localised products. There's a clear need + demand for localisation and differentiation. Nowhere is this more clear than in Asia 🌏 Where cultures are especially rich & nuanced. And where growth is predicted to boom ↓ Japan's luxury market: ↳ Expected to hit $100B by 2030 India's mid-market: ↳ Expected to grow by 12-17% The winners will be those who go local 🎯 So how do we go local ↳ Translating assets to many more languages is tough ↳ Using local talents to represent each market is costly Partnerships with influencers help, but.. There's another solution that many fashion execs aren't exploring ↓ Only 9% are looking at AI as a solution 🤖 Why? Because of fear of lack of quality & brand guideline mistakes. But that's no longer true. Modern AI systems can be given precise guardrails and restrictions. With 98% accuracy for brand guidelines. That's big. Also, AI can already: 1) Swap models to any ethnicity. ↳ So every market is represented. ↳ Without costly photoshoots. 2) Digitally change garments. ↳ So local markets can always show what they stock. 3) Localise copy. ↳ With greater accuracy than humans, all whilst keeping brand guidelines intact. "The old playbook is now obsolete; the industry will need a new formula for differentiation and growth." ~ State Of Fashion 2025. I think AI will have a huge role to play in the new fashion marketing playbook. What do you think? — Liked this post? Follow @BenGarton6 for more. I help global fashion brands scale creative efficiency through Gen AI. Send me a DM and let’s connect.

Liked this post? → Follow @BenGarton6 for more. I help global fashion brands scale creative efficiency through Gen AI. Send me a DM and let’s connect!

Did I miss anyone? Let me know who I should do next 👇

Historic images of fashion icons brought to life with AI: 1) Ralph Lauren