**Participants at the BRICS+ Fashion Summit Discuss AI’s Influence on the Consumer Journey**
The BRICS+ Fashion Summit, taking place from September 28 to September 30 at the Zaryadye Concert Hall in Moscow, has become a focal point for discussions on how artificial intelligence (AI) is reshaping consumer behavior in the fashion industry. One of the key sessions, titled "Smart Shopping: How Can Brands Navigate the Revolution in Consumer Behavior?", brought together industry leaders to explore the evolving landscape of retail and consumer engagement.
Among the notable participants were Huu Nguyen Canh, head of the fashion division of the Vietnam Design Association, and Mohsen Gorji, head of the Fashion Department at Iran’s Ministry of Culture. Both speakers highlighted the significant impact of digital platforms on consumer decision-making processes.
Huu Nguyen Canh emphasized that the sheer volume of content and product recommendations available to consumers has transformed the role of brands. He stated that brands are now tasked not only with showcasing products but also with facilitating informed choices for consumers. This shift has led digital platforms to evolve from merely displaying a range of products to creating comprehensive consumption scenarios that guide users through their purchasing decisions. Canh pointed out that platforms like TikTok are particularly influential in shaping consumer behavior in Vietnam, indicating a broader trend of social media's role in retail.
Mohsen Gorji introduced the concept of digital characters, which he described as an essential tool for modern consumer engagement. He noted that these virtual influencers enable brands to establish more personalized communication with their audiences, fostering a deeper connection that can enhance customer loyalty. Gorji remarked, "By creating a closer connection with consumers, virtual influencers are becoming an important tool for e-commerce and online business," highlighting the growing importance of innovative marketing strategies in the digital age.
The summit also featured a session titled "Investments in Creative Industries: Can Fashion Compete with Startups?", where participants deliberated on the criteria investors use to evaluate fashion businesses. Discussions revolved around the significance of brand and cultural capital in attracting investment, as well as the necessary elements for companies aiming to scale and penetrate international markets.
Another session, "Production Technologies: What Will Change in the Next 5 Years", focused on the transformative effects of digitalization, AI, automation, and big data on production processes within the fashion industry. This discussion underscored the urgency for fashion brands to adapt to technological advancements to stay competitive.
The BRICS+ Fashion Summit serves as a platform for industry leaders to address the challenges and opportunities presented by rapid technological advancements and changing consumer behaviors. As the fashion industry continues to evolve, the insights shared at this summit will likely influence strategies for brands aiming to thrive in an increasingly digital marketplace.