Target Deploys AI Tool to Analyze Trends and Shorten Apparel Design Cycle

Target has developed and begun rolling out an artificial intelligence tool called Trend Brain that is helping its designers identify emerging fashion trends and adjust production decisions within weeks. The retailer unveiled the Trend Brain tool earlier this spring. It is being rolled out to designers for Target's portfolio of owned-brands including Wild Fable and Universal Thread.

The system draws on sources ranging from social media feeds to fashion show catwalk photos to real-time purchasing trends. Gena Fox, Target's head of apparel, said at a meeting in March that Target implemented a digital-first model to read silhouettes, print patterns and other trends as it relates to the swim business.

The Trend Brain tool flagged a polka dot design as an early winner before spring started.

"We were actually able to go back and buy into more and then move out of styles that weren't performing as well," she said. The combination of AI-assisted design, small-scale manufacturing, and shipping directly to customers has compressed the product development cycle into a matter of weeks. Strongest ideas from this accelerated process then receive full retail treatment.

Business Insider reported that after several years of lackluster sales performance, Target is betting on AI to speed up its business and reclaim its reputation for style. Target's Western-themed collection was inspired by the company's new AI trend-spotter.

Gena Fox said the merchandise designers immerse themselves in the trend and that for a recent Western-themed collection the team went to rodeos and mountain towns.

"What the team then does is really immerse themselves in the trend," she said. " The Trend Brain tool is not yet rolled out across all design teams. Target still relies on a traditional product development strategy for most categories.

Michael Fiddelke is CEO of Target. Business Insider reported that Trend Brain not only works faster than a human can, but it also doesn't get tired. That, in turn, gives teams time back to focus on new and inspiring ideas.

Target's head of apparel explained how the new tool is taking weeks out of product lead times as fast fashion brands push a new pace for traditional retailers.