Really like this framework! So much of a brand comes from the intangibles and history that you feel like you are being invited into - the craftsmanship, the perspective being stated by the brand, the artfulness - all things that make me feel emotionally connected (side note: Auralee is my recent obsession in this quadrant). I've used AI to help sort out my closet (e.g., identify gaps, help build a capsule wardrobe conceptually), but when it comes to actually styling - I wouldn't let it touch me. Totally agree that it's super helpful with functional items where specs matter.
I hadn’t thought of this in terms of that quadrant, but it makes a lot of sense. I’ve tried ChatGPT’s shopping search integration, and it’s only helped with functional items. It also lacks that social proof, storytelling element.
Being on socials, it’s telling what brands have a distinct brand identity and taste to fit into that top-right quadrant. Kith is a great example, Ralph Lauren has always been clear. Sanoe’s a small niche brand but also fall in the top right.
Your point about GPTs struggling with emotional nuance hits on the search challenge I've been testing across fashion tech apps.
Not all of my searches pull what I'm expecting, but I have a hunch that most users (myself included, sometimes) still search like we're talking to Google (instead of describing how we want to feel). For example, searching "embellished blazer" vs "blazer that makes me look put together but not stuffy."
Has the team considered developing search frameworks that help users bridge the gap? Like expanding on the search term tips shared in your slow fashion resources? Something like a content series on "How to Search for Style, Not Just Systems" could solve the core UX problem I feel a lot of fashion tech is ignoring, plus it could be huge for engagement. 🙂
Really like this framework! So much of a brand comes from the intangibles and history that you feel like you are being invited into - the craftsmanship, the perspective being stated by the brand, the artfulness - all things that make me feel emotionally connected (side note: Auralee is my recent obsession in this quadrant). I've used AI to help sort out my closet (e.g., identify gaps, help build a capsule wardrobe conceptually), but when it comes to actually styling - I wouldn't let it touch me. Totally agree that it's super helpful with functional items where specs matter.
I hadn’t thought of this in terms of that quadrant, but it makes a lot of sense. I’ve tried ChatGPT’s shopping search integration, and it’s only helped with functional items. It also lacks that social proof, storytelling element.
Being on socials, it’s telling what brands have a distinct brand identity and taste to fit into that top-right quadrant. Kith is a great example, Ralph Lauren has always been clear. Sanoe’s a small niche brand but also fall in the top right.
Loved reading this, Kate!! As always, love your perspective and how you are different in this industry. Excited to see what AI tools Beni builds!!
Your point about GPTs struggling with emotional nuance hits on the search challenge I've been testing across fashion tech apps.
Not all of my searches pull what I'm expecting, but I have a hunch that most users (myself included, sometimes) still search like we're talking to Google (instead of describing how we want to feel). For example, searching "embellished blazer" vs "blazer that makes me look put together but not stuffy."
Has the team considered developing search frameworks that help users bridge the gap? Like expanding on the search term tips shared in your slow fashion resources? Something like a content series on "How to Search for Style, Not Just Systems" could solve the core UX problem I feel a lot of fashion tech is ignoring, plus it could be huge for engagement. 🙂
My only concern is that GPT's environmental impact seems fundamentally at odds with the waste-free messaging Beni has been pitching.