APICCAPS uses generative AI to boost competitiveness
In the fast-changing fashion industry,artificial intelligence (AI) is emerging as a key driver of innovation. While many luxury houses and ready-to-wear brands are already integrating AI e-commerce fashion solutions, Portugal, via the APICCAPS association, is now exploring generative AI to boost its competitiveness in footwear. A strategic gamble that illustrates the growing role of AI in the fashion industry, from production to the customer experience.
This article, published on the website ofArtcare, a pioneer of AI virtual mannequins virtual mannequins and immersive digital fashion, aims to shed light on this evolution and show how these innovations can transform the industry's value chain.
Portugal, a major player in footwear
With 80 million pairs produced each year, 68 million of which are exported for a value of 1.7 billion euros, Portugal stands out as the world's 10ᵉ largest exporter of footwear. Its main markets include Germany, France, the Netherlands, Spain, the UK and the USA.
APICCAPS (Portuguese Association of Footwear, Components and Leather Goods Manufacturers) is piloting a 600 million euro investment plan between now and 2030, focusing on innovation, sustainability and digitalization. The adoption ofgenerative AI marks a new stage in this modernization plan.
Generative AI: from manufacturer to creator
Until now, many Portuguese manufacturers have used analytical AI to optimize their production. What's new is the use ofgenerative AI, capable of proposing new design concepts.
This paradigm shift allows manufacturers to :
No longer limited to the role of executor for the customer.
Create their own original concepts and capture more added value.
Increase margins through creative differentiation.
At the Portuguese Shoe Technology Center (CTCP), located in São João da Madeira, engineers are already experimenting with generative AI in three key areas:
Product design: rapid prototyping, enhanced creativity.
Customer experience: personalization and style exploration.
Supply chain and production: materials simulation and logistics optimization.
As Paulo Gonçalves, spokesman for APICCAPS, points out:
"Our main objective is to optimize processes and make the Portuguese footwear industry an international benchmark in new product development."
A lever for attracting a new generation
The footwear sector employs 40,000 workers in Portugal, the majority of whom have aging profiles. One of the major challenges is to renew the workforce.
AI can play a crucial role in :
Attract young talent, who are more inclined to work on creative, digital projects than on repetitive tasks.
Give the sector a modern image, in line with the aspirations of generations familiar with digital tools.
Create hybrid professions at the crossroads of craft, design and technology.
This is where innovations like AI virtual mannequins come into their own: they give fashion and the textile industry a digital, inclusive and interactive dimension.
AI virtual mannequins: an inspiring parallel
At Artcare, we observe the same dynamics in the world of fashion e-commerce AI. Thanks to virtual mannequins, brands enjoy decisive advantages:
Personalization: test collections on avatars adapted to each market or customer profile.
Diversity and inclusion: represent all morphologies, ethnicities and gender identities, with no logistical constraints.
Efficiency: reduce costs and delays associated with traditional photo shoots.
Immersive experience: via virtual try it on, consumers explore the collections under realistic conditions.
Just as APICCAPS aims to transform its manufacturers into designers, virtual mannequins transform brands into digital directors capable of offering unique experiences.
Conclusion: a new era of AI-driven fashion
The Portuguese example is a perfect illustration of howgenerative AI can revolutionize an industrial sector, creating economic, creative and social value.
From footwear to clothing, the trend is clear:AI is redefining fashion. To stay competitive, brands need to integrate these innovative tools, whether it's AI R&D, generative design or virtual mannequins.
Join the next session of the Artcare Academy
Discover how AI can transform your visual storytelling and affirm your brand identity.
Join the training