On August 8, WGSN will introduce a groundbreaking AI-driven platform tailored for fashion buyers, revolutionizing how retailers assess and capitalize on trends. In a landscape dominated by rapid social media shifts and ultra-fast fashion, understanding which trends to invest in is critical. Monisha Klar, WGSN’s Director of Fashion Intelligence, emphasizes the mounting pressures buyers face, stating, “If something goes wrong, it’s the buyer’s head on the chopping block.”

This new platform integrates key tools, including WGSN’s TikTok Analytics and advanced machine learning features, to provide well-rounded insights. For instance, the TikTok Analytics service, launched earlier this year, evaluates trends’ longevity on social media, offering buyers a clearer picture of what to bring into their stores and when to phase it out based on their commercial calendars.

The AI model relies on extensive historical data, analyzing trends from social media, runways, and retail activities. It factors in various indicators, such as runway presence, which predicts some trends, while social influences may affect others. This duality allows buyers to make informed decisions rather than react impulsively to fleeting trends.

WGSN’s shift toward catering directly to buyers reflects a broader trend in the fashion industry—that it’s not just about following trends but strategically navigating through them. Francesca Muston, WGSN’s VP of Fashion, articulates the growing recognition that TikTok plays a role in marketing trends rather than solely dictating them. WGSN’s platform promises to equip retailers with the necessary tools to maintain quality, fit, and overall margins while remaining agile in the ever-changing market landscape.

As WGSN launches this platform, it represents not just innovation but a vital step in empowering retail buyers amidst the complexities of modern fashion dynamics.