Technology has been used by fashion designers and fashion houses to reach the customers. They use online catalogues of their products. Artificial Intelligence (AI) and data science is used to understand sizes, silhouettes and style. AI can recommend personalised style. Software collects the consumer data — preferences, likes, dislikes, colours , budget, body statistics, sleeve length, material and other such things. There are matchmaking algorithms to find relevant product for the customers. The stylist helps the computer to understand what is in trend. There is data on Indian body type to develop the sizing algorithm to give the best fit to the client. Most fashion houses have an omnichannel approach to bring together online and offline shopping experience. Fashion gets democratised on their platform.

There are image-search features on the web-site. Sites use 3D and augmented reality too. They are working on virtual trial rooms too.