Remember the days when new clothing collections followed a seasonal cycle? One would have to wait anywhere between six months to a year to flaunt new styles. Fast forward to a future when you can have the latest trends and designs in your wardrobe, within a matter of 45 days.
That’s Myntra Fast Fashion for you – fashion via high-tech engineering. The production process to deliver the latest trends in the market, which usually spanned 180 days, has been reduced to less than 45 days, thanks to Rapid. So, what is Rapid?
Myntra’s Rapid Project was set up about three years ago to achieve a simple yet revolutionary goal – to deliver fashion fast. This meant the manufacturing process needed to speed up to meet the consumer demands as fast as possible, while making sure the end products are high-quality, high-design and low-cost. And three years later, with the use of AI and high-end graphical processing units (GPUs) teamed with Myntra’s exceptional in-house engineering, this was made possible for brands such as Moda Rapido and Here and Now.
If you have shopped these brands, it is possible that you own a t-shirt entirely made by AI and machines! Myntra’s Chief Product Officer, Ambarish Kenghe, tells Mint in an interview that at the core of Rapid lies the idea of doing fast fashion in an intelligent way, given Myntra’s technological and fashion lineage. “In the initial phase of the project, there was less machine and more designer-input. Over a period of time, there’s been more machine and less supervision,” adds Kenghe.
One of the reasons that makes Rapid successful as compared to similar technologies in the industry is the colossal consumer data at its disposal, which helps it gauge what people are really looking for. That, coupled with high-quality AI technologies and Myntra’s close relationships with suppliers and manufacturers, bring together key elements needed to build a successful brand. Welcome to the best of both worlds – fashion and technology!