Augmented Reality, AI, and immersive experiences are already part of fashion and luxury marketing

Digitalization has transformed the fashion and luxury industries, driving changes in the way brands design, communicate, and sell their products. Advanced technological tools have redefined marketing strategies, allowing more personalized shopping experiences and enhancing consumer connections. According to the  Equipamiento y Uso de Tecnologías de Información y Comunicación de los Hogares, published by the Instituto Nacional de Estadística in 2024, 40.6% of the Spanish population purchased clothing, shoes, or accessories online. This data reflects the growing transformation of the online fashion sector in Spain, a trend that highlights the increasing demand for profiles capable of understanding and responding to this digital shift and a need for digital marketing strategies focused on transparency and social responsibility. 

As Valérie Lamy, program manager of the MSc Fashion & Luxury Marketing at TBS Education , comments: “The impact of artificial intelligence on fashion marketing has become a key pillar for marketing strategies.”

The use of artificial intelligence (AI) has deeply transformed customer relationship management in the fashion and luxury sector. In particular, it has revolutionized the operation of CRM (Customer Relationship Management) platforms, which are tools used by companies to manage and analyze interactions with their customers. 

Traditionally, these platforms required repetitive processes that involved a significant investment of time and resources. However, thanks to AI, many of these tasks have been automated, improving operational efficiency and optimizing internal business management, increasing customer loyalty and generating additional sales. 

• AI-powered virtual assistants and chatbots can answer frequently asked questions, manage orders, and provide 24/7 customer support, improving employee productivity and the user experience. 
• Advanced data analytics: AI enables the processing of large volumes of consumer data, helping brands better understand their preferences, purchasing habits, and behaviors. 
• Personalization of marketing strategies: Based on this data, companies can design more effective advertising campaigns, offer real-time recommendations, and create shopping experiences adapted to each customer. 
• Increased loyalty and upselling: By a better understanding of customer needs, brands can develop more targeted strategies to encourage repeat purchases and increase average purchase price. 
• Better production planning and reduction of excess stock: AI allows for more accurate forecasting of sales for each model, reducing production of products with lower demand and avoiding stock buildup. 

Companies like Louis Vuitton and Burberry have embraced these technologies to enhance the shopping experience and strengthen customer loyalty by offering tailored service that ensures unique and engaging interactions. 

Augmented reality and immersive marketing: new ways to connect with consumers

The integration of Augmented Reality has revolutionized the way consumers interact with products, allowing them to virtually try on clothing and accessories before purchasing.  Marketing campaigns allow users to view their products in personalized digital environments, thus improving engagement and sales conversion. 

Metaverse Fashion Week has been a key factor in the adoption of digital garments and NFTs (Non-Fungible Tokens) as exclusive marketing tools in the luxury industry.  Brands such as Dolce & Gabbana and Tommy Hilfiger have used these events to launch virtual collections, offering consumers immersive experiences in digital environments. 

New professional opportunities in the digital age 

As Valérie Lamy comments, “The technological evolution of fashion marketing has generated a high demand for professionals specialized in digital strategies and luxury communications”. To meet this growing demand, programs such as the MSc Fashion & Luxury Marketing from TBS Education offer comprehensive training, combining analytical and creative skills, which are necessary to lead innovative projects. “Professionals with knowledge of AI, AR, and digital strategies have a significant advantage in the sector, accessing opportunities that seek to adapt their business models to the new digital era“, Lamy concludes. 

Programs like this offer advanced training in digital marketing applied to fashion and luxury, combining theory with practical case studies from leading international brands, from brand management to the implementation of digital, e-commerce, and loyalty strategies.