A classic example of fast fashion are brands like H&M or Zara, which pick up trends from social media or catwalks in a very short time and bring them to market as new products within a few weeks. This model is closely linked to the growth of e-commerce. Platforms like Zalando or data-driven providers like Shein continuously analyze user behavior and respond with new collections in near real-time.

This dynamic creates an enormously high demand for visual content. Each individual product must be professionally staged for online shops, advertising, and social media. Since assortments are constantly changing and new items are added weekly, large quantities of shoots are produced in the fast fashion industry – often standardized, efficient, and in specially designed e-commerce studios. These are often located in Asia (China), where content can be created in large quantities and at high speed.

E-commerce reinforces this effect, as visual content is crucial for purchasing decisions. Customers do not see the product physically, but only through images and videos. This is exactly why the need for scalable content production is growing continuously – and with it the relevance of AI twins as an efficient alternative to classic shoots.