Role of artificial intelligence in increasing productivity of UK fashion industry

This research focuses on the role of artificial intelligence in increasing productivity of the UK fashion industry, with a specific study on Marks & Spencer. It examines the theoretical background, challenges faced by the company, and applications of AI in the fashion industry. The aim is to determine the impact of AI on productivity and identify effective strategies for implementation.

Business and Management
Dissertation
(Role of artificial intelligence in increasing productivity of UK
fashion industry)
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Table of Contents
A) Introduction ................................................................................................................................3
B) Theoretical background and research focus................................................................................3
Review key publications and themes..........................................................................................3
Aims and objectives, and research questions..............................................................................6
C) Justification and contextualization..............................................................................................7
Importance of research................................................................................................................7
Reasons for analysing and findings research..............................................................................7
Build on the existing body of evidence ......................................................................................8
Time and respond to existing needs............................................................................................8
D) Methodology ............................................................................................................................10
REFERENCES..............................................................................................................................13
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TITLE: Role of artificial intelligence in increasing productivity of UK fashion industry.
A) Introduction
Artificial intelligence is explains as stimulation of the human intelligence in the machined
which programmed to be think like the human being and also mimic their actions. It can be
applied to machine which exhibits the traits related with human mind like problem solving and
learning. The main purpose of Artificial Intelligence is to enable the computers to be perform in
problem solving, understanding the human communication, decision making and others. This
research is based on fashion industry that consists four levels which are; production of raw
material, mainly textiles and fibres but also fur and leather, production of fashion goods by
designers, contractors, manufactures and others, retail sales; and different forms of promotion
and advertising (Thomassey and Zeng, 2019). M&S is a chosen fashion retailer that specialises
in selling of clothing, food products and home products. It was founded in 1884 by Michael
Marks and Thomas Spencer. Information technology is a biggest part of the business success and
growth because it will help them in attraction of large customers easily. Marks & Spencer
company has been teamed up with the Twilio to develop AI communication system across the
contact centres and stores that employing cloud based system.
Main rationale behind conducting this research is to identifying the role and complexities
in implementing artificial intelligence in productivity of UK fashion industry. There will be
examined about the various ways through which firm can deal with the artificial intelligence
challenges effectively.
B) Theoretical background and research focus
Review key publications and themes
This is a part of literature review that will helps investigator in gathering of secondary
information from publication studies. Literature review is the essential process of gathering
secondary information regarding particular subject. There are various sources that has been used
by investigator for gathering secondary information about the artificial intelligence and its role in
enhancing productivity and performance of UK fashion industry. These sources are magazines,
books, publication research etc. All these are effective and useful sources of gathering secondary
data regarding the topic (Kim and Lee, 2018). Main purpose of literature review is to find out or
analysis gaps in previous investigation. Within a study main research gap is the impact of
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implementing the artificial intelligence and its main role in productivity of the UK fashion
sector. In previous studies, there were data available about the benefits and drawbacks of
artificial intelligence but there is insufficient or missing information about its impact on
productivity of fashion industry and company. In order to overcome these gap, there are some
themes that will be made by researcher according to the research questions (Gardetti and Torres,
2017). These are:
Theme 1: Understanding regarding artificial intelligence
As per opinion of B.J. Copeland (2020) Artificial intelligence is a wide ranging computer
science branch that is relate with developing smart machined which capable of performing the
tasks. It is interdisciplinary science with several approached but deep learning as well as
advancement in the machine learning are developing paradigm in virtually each sector of tech
industry. Main characteristic of the artificial intelligence is ability to be take actions as well as
rationalise which have better chance to attaining particular objectives. In context to this,
Artificial intelligence system will demonstrate some behaviours related with the human
intelligence such as knowledge representation, manipulation, learning, reasoning, planning and
others. This kind of technology adapts by progression the learning algorithms. It let data for
doing the programming (Sohn and et. al., 2020). It searches the regularities and structure in the
data so that algorithm acquired skills. Back propagation is Artificial Intelligence technique that
permits model to be adjust by added data and training. It is mainly based on principle that the
human intelligence can explained in such a manner that machine can mimic in easy manner and
also execute tasks from simple to those even complex. Goal of the artificial intelligence consist
reasoning, perception and learning.
Theme 2: Role of artificial intelligence in increasing productivity of UK fashion industry
As per viewpoint of Dominic Machado (2019), The market intelligence organisation
International Data Corporation founded that in year 2019, there are around 40% of retailers will
developed new customer experience by using the artificial intelligence platform. In this present
time, firms are mainly selecting to move away from the traditional shopping ways through using
the automation technology as necessary tool of purchasing experience. Fashion industry is more
about developing the demand as well a brand awareness as this is all about production of the
fashion items. The apparel and clothing brand are looking constantly for the new ways in order
to get products in front of the purchasers and develop awareness in market. Fashion brands are
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mainly using the Artificial Intelligence technology to enhance or make the shopping experience
of customers better, make improvement in sales system efficiency by intelligent automation and
maximise sales processes through using the predictive analytics and also guided processes of
sales. Artificial intelligence is used in several various ways in fashion sector. The artificially
intelligent digital assistant are mainly used to recommend the clothes to consumers on the basis
of weight, current size, height and shape. The consumers are provided the exact size based on
details they have been in-putted into system. Use of Artificial Intelligence in the customer
advisory is necessary as this permits for better customer reduction and satisfaction in number of
the returns (Bertola and Teunissen, 2018).
Theme 3: Challenges faced by Marks & Spencer within UK fashion industry while
implementing artificial intelligence
Francesca Mazzi and Laura Palazzetti (2020) stated that fashion industry of United
Kingdom has been experienced considerable development in last decade. This growth came with
the many different challenges related with sustainability of business mode which impact
worldwide community. There are some challenges related to artificial intelligence mention
below:
Computing power- In this, deep learning and machine learning are stepping Artificial
Intelligence stepping stones and demand ever enhancing number of the GPUs and cores in order
to work effectively. There are different domains where Marks & Spencer have knowledge and
ideas to execute the deep learning frameworks for an instance designing the clothes as per
customers demand and others.
Few people support- Implementation of Artificial Intelligence does not have cases in UK
fashion market. Without this, no fashion company would interested to be invest the money in the
AI-based projects. This means that there has been few companies interested in putting the money
in development of the AI based goods. There is not people who can make the other business
better vision of the machine powered progress in world. For operating the machineries, it is
necessary to have the understanding to people (Park, Ciampaglia and Ferrara, 2016).
Creating trust- Issue with the Artificial Intelligence is that this is like black box for the
people. Those people who are not comfortable when they are not able to understand how
decisions are to be made. The Artificial Intelligence has not develop the trust between people.
Theme 4: Applications with Use Cases related to artificial intelligence in fashion industry
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Vikram Singh Bisen (2020) stated that Artificial intelligence based technology in fashion
sector are giving automated solution to the producers helping them for leverage Artificial
intelligence in fashion. Machine learning and Artificial intelligence are providing the solutions in
order to monitor activities of customers while shopping as well as visualise sentiments to aware
about goods. Application of the artificial intelligence in some cases mention below:
Artificial intelligence in clothing designer- Patterns and design with right colour
combination are main point to be design costume in order to make this attractive between
consumers. This technology can detect new trends with the demand to projecting new trends
minimizing forecasting error. The trends in fashion industry change fast with the new patterns
and designs (Burstall and Clark, 2017).
AI in Fashion Manufacturing, Supply Chain & Fashion Store- In the fashion, apparel
manufacturing is labour intensive sector. From sewing to dresses, there are many tasks now the
Artificial Intelligence can perform with better accuracy at high speed minimizing additional cost
on the workers. Artificial Intelligence enabled the robots and machines can stitch fabrics with
proper perfection while at similar time this can detect the faults in the fabric and provide the
quality assurance (Sun and Zhao, 2017).
Aims and objectives, and research questions
Research aim:
Main aim of this research is “To determine role of artificial intelligence in increasing
productivity of UK fashion industry. A study on Marks & Spencer.
Research Objectives:
 To develop basis idea regarding artificial intelligence.
 To determine role of artificial intelligence in increasing productivity of UK fashion
industry.
 To identify the challenges faced by Marks & Spencer within UK fashion industry while
implementing artificial intelligence. To examine the Applications with Use Cases related to artificial intelligence in fashion
industry.
Research questions
 Explain knowledge about artificial intelligence?
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 What is the role of artificial intelligence in increasing productivity of UK fashion
industry?
 Which challenges are faced by Marks & Spencer within UK fashion industry while
implementing artificial intelligence?
 What is the applications with Use Cases related to artificial intelligence in fashion
industry?
C) Justification and contextualization
Importance of research
This research is important at academic as well as personal level. At academic level,
current study support students by improving their understanding regarding the role of the
artificial intelligence. At personal ground, this study will also support researcher by enchaining
their different types of research skills i.e. time management, data collection, literature review,
data analysis etc. All these skills will help investigator in completion of whole research
systematically and effectively (Pedersen, Gwozdz and Hvass, 2018). If this research is publish
will also assist an individual, societies or an organisation by increasing their knowledge about
the role of artificial intelligence in increasing productivity of UK fashion industry.
Reasons for analysing and findings research
This research is important and by this study, researcher will try to find data regarding the
artificial intelligence and its role in fashion industry in enhancing productivity and gaining of
higher profit. There are number of data that will be requiring to find out by researcher. These are:
role of artificial intelligence, challenges in implementation of artificial intelligence and effective
ways or strategies for overcoming such issues. All these are major information or data that will
be needed to analyse by researcher with the support of current investigation (Stål and Corvellec,
2018).
Build on the existing body of evidence
This research is based on the benefits and drawbacks of implementing artificial
intelligence within the UK fashion industry. In order to collect and analyse secondary
information about this topic, there is requirement of different evidences which as articles,
publication research, books, magazines etc. All these are major sources that will be support
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researcher in collecting of information from existing body of evidence. Evidences of secondary
sources are more useful for investigator in collecting of in-depth and secondary data easily.
Time and respond to existing needs
Time is important part of research because it will support investigator in completion of
full research within set time period. For this section, Gantt chart is more useful and valuable tool
of time management that help researcher to complete full research timely and effectively. Gantt
chart includes different activities that will be useful for investigator in completion of study and
gaining of effective outputs. Along with this, there are two effective approaches of time which
are called cross-sectional and longitudinal. All these are useful but for carrying out present
investigation, cross-sectional approach is more applicable and valuable (Taylor, 2016). This
approach is based on actual situation and also assist investigator in completion for research
within allotted time period. Gantt chart according to the current research will be shown as below:
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D) Methodology
Research methodology is important part of research because it will help investigator in
fulfilment of research aim and objectives easily. In order to accomplish research aim and
objectives, there are number of research methods and approaches that will be described as below:
Research paradigm: This is a part of research philosophy that have two types are known
as positivism and interpretivisim philosophy. In order to collect, evaluate and analysis
quantitative information regarding role of the artificial intelligence in increasing productivity of
UK fashion industry, positivism philosophy is more valuable. It will help in gathering or
analysing of numerical information within less time. Interpretivisim philosophy is not useful for
carrying out current research because it is based on qualitative research as well as consume more
time (Todeschini and et. al, 2017).
Methodological approach: There are two types of methodological approach such as
qualitative and quantitative. Both are best approaches of data collection but within a present
investigation, qualitative approach of data collection is more useful. This approach facilitate
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researcher to gather data in form of number and also drive valid conclusion. Qualitative approach
of research methodology is not useful for doing present study as it require more time and cost.
Methods of data collection: In order to collect data, there are two methods i.e. primary
and secondary. For collecting primary or first hand data, questionnaire is more applicable tool as
it helps researcher by providing reliable information about the artificial intelligence and its role
in increasing productivity of UK fashion industry. There are also number of secondary sources
that will be used by investigator for gathering secondary information about the existing topic.
Name of these sources are books, articles, magazines, publication research etc. These sources
was used by researcher in literature review section because it is based on secondary research
(Vanderploeg, Lee and Mamp, 2017).
Research techniques: This is an essential section of methodology that divided into
different techniques including questionnaire, interview, observation, focus group etc. These
techniques help researcher in gathering of primary information regarding any field of study. In
order to gather data about the role of artificial intelligence in productivity of UK fashion
industry, questionnaire is more applicable and useful technique that will be used for carrying out
this research effectively.
Sample size: It is important part of sampling that help researcher in selection of sample
size. There are two effective techniques that will be used in selection of respondents such as
probability and non-probability. In this research, 20 mangers of M&S will be selected
conveniently. These respondents will be selected by using convenience sampling under non-
probability sampling. Main reason behind using of non-probability sampling as it not consume
maximum time and also assist in concluding of reliable results as compare to probability
sampling (Wachter, 2016).
Target population: This is also consider as an effective section of sampling that helps in
identification of target population. Within an investigation, target population are the mangers of
M&S. Main reason for selecting managers as a target population, as they have appropriate
knowledge and understanding about the business functions, activities of M&S.
Data analysis: There are two essential approach of analysing qualitative and quantitative
information which are inductive and deductive. In order to analyse or evaluate quantitative kind
of data, deductive approach is applicable. For analysing qualitative information, inductive type
of research approach is essential. Therefore, according to the present investigation, deductive
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approach is use by researcher as it facilitate them in analysing and interpreting of quantitative
information in minimum time duration. Along with this, frequency distribution analysis will also
follow by researcher as an analytical technique for analysing quantitative information. MS-Excel
will also use for making graphs according to the research questions as it support in analysing of
quantitative data regarding the artificial intelligence within set time period.
Access and ethical issues: Research has full access in collecting of primary information
from the mangers of M&S that will help them by reducing any legal issues effectively. Along
with this, for collecting secondary information for literature review, there is requirement for
researcher to have access for using company's websites, publication research etc. Therefore, this
will be essential for investigator in completion of full project systematically (Wyche and
Steinfield, 2016).
There are number of ethics principles that must be follow by investigator for executing
current study. These principles are minimise the risk of harm, avoid using deceptive practices,
obtain informed consent etc. All these are useful principles of research ethics that must be use
within an investigation for completing this study ethically and systematically.
Limitations of research strategy: There are various research strategies which are action
research, experimental, case study, survey etc. All theses are effective strategies of research but
in this research questionnaire will be used as a part of survey. There are certain limitations that
would be face by researcher while using questionnaire as an essential part of survey. These are:
some questions are not easy to analysis, respondents may have hidden data, lack of
personalisation, lack of time, unethical behaviour from respondents side etc. All these are major
limitations that have negative effect on researcher while completion of study systematically. In
order to deal with these limitations, researcher must follow research ethics, Gantt chart and also
develop 1 open-ended questions and also some options where, respondents are free in providence
of their opinion or view about the topic (Wyche and Steinfield, 2016).
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REFERENCES
Books & Journals
Bertola, P. and Teunissen, J., 2018. Fashion 4.0. Innovating fashion industry through digital
transformation. Research Journal of Textile and Apparel.
Burstall, R. and Clark, B., 2017. Blockchain, IP and the fashion industry. Managing Intell.
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industry. Journal of the Korean Society of Clothing and Textiles. 42(1). pp.148-158.
Park, J., Ciampaglia, G. L. and Ferrara, E., 2016, February. Style in the age of instagram:
Predicting success within the fashion industry using social media. In Proceedings of the
19th ACM Conference on computer-supported cooperative work & social
computing (pp. 64-73).
Pedersen, E. R. G. and Andersen, K. R., 2015. Sustainability innovators and anchor draggers: a
global expert study on sustainable fashion. Journal of Fashion Marketing and
Management.
Pedersen, E. R. G., Gwozdz, W. and Hvass, K. K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within
the fashion industry. Journal of Business Ethics. 149(2). pp.267-284.
Sohn, K. and et. al., 2020. Artificial intelligence in the fashion industry: consumer responses to
generative adversarial network (GAN) technology. International Journal of Retail &
Distribution Management.
Stål, H. I. and Corvellec, H., 2018. A decoupling perspective on circular business model
implementation: Illustrations from Swedish apparel. Journal of Cleaner Production.
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Sun, L. and Zhao, L., 2017. Envisioning the era of 3D printing: a conceptual model for the
fashion industry. Fashion and Textiles. 4(1). p.25.
Taylor, E., 2016. Mobile payment technologies in retail: a review of potential benefits and
risks. International Journal of Retail & Distribution Management.
Thomassey, S. and Zeng, X. eds., 2018. Artificial intelligence for fashion industry in the big data
era. Singapore: Springer.
Todeschini, B. V. and et. al, 2017. Innovative and sustainable business models in the fashion
industry: Entrepreneurial drivers, opportunities, and challenges. Business Horizons.
60(6). pp.759-770.
Vanderploeg, A., Lee, S. E. and Mamp, M., 2017. The application of 3D printing technology in
the fashion industry. International Journal of Fashion Design, Technology and
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Wachter, R., 2016. Making IT work: harnessing the power of health information technology to
improve care in England. London, UK: Department of Health.
Wyche, S. and Steinfield, C., 2016. Why don't farmers use cell phones to access market prices?
Technology affordances and barriers to market information services adoption in rural
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Online
Bisen. V.S., 2020. How AI is Changing Fashion: Impact on the Industry with Use Cases .
[Online]. Available through: <https://medium.com/vsinghbisen/how-ai-is-changing-
fashion-impact-on-the-industry-with-use-cases-76f20fc5d93f>
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Copeland. B. J., 2020. Artificial intelligence. [Online]. Available through:
<https://www.britannica.com/technology/artificial-intelligence>
Mazzi. F. and Palazzetti. L., 2020. Artificial Intelligence and the challenges of the fashion
industries. [Online]. Available through:<https://www.iusinitinere.it/artificial-
intelligence-and-the-challenges-of-the-fashion-industries-29023>
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