Polish fashion brand Sinsay now uses AI to design clothes in 6-12 weeks instead of 6-12 months

Polish clothing retailer LPP, the owner of the Reserved and Sinsay brands, is expanding its use of AI to cut costs and speed up its response to fashion trends, it said in an investor day presentation on Thursday.

The retailer spends about 10% of its IT budget on new technology, including AI, using a mix of market solutions and its own software to predict fashion trends through social media.

Using AI to analyse trends and design clothing collections has shortened the process to between six and 12 weeks, down from six to 12 months previously, the presentation showed.

LPP also uses the technology to generate 80% of its marketing visuals, up from 20% in 2025. This shift has slashed the company's content production costs by 60%, it said.

The company also uses an AI-powered tool to analyse foot traffic and mobile data to select new store locations, supporting its goal of opening 1,000 Sinsay shops per year as it seeks to challenge low-cost rivals from China with its fast-growing budget brand.

Currently, 98% of the physical Sinsay stores are profitable, a result LPP said would be impossible without the location analysis technology.

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