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AI Is Taking Over Vintage

The Thread

In an era driven by technological advancements, the fashion industry, rooted in creativity and personal expression, has found an unlikely ally in artificial intelligence (AI). Recent breakthroughs in AI technology, coupled with the transformative strategies adopted by leading companies like Goodwill, have ignited a paradigm shift in the vintage fashion market. The utilization of AI has not only automated tasks but also propelled sellers into the future, leaving those reluctant to embrace AI at risk of falling behind. This growing trend is evident in the global fashion and retail industries, which invested a staggering $7 billion in AI technology last year, with further growth anticipated in the years to come.

AI application for Sellers and Brands

AI’s application in the vintage clothing sector extends beyond mere automation, encompassing advanced data analytics, machine learning, and predictive algorithms. These cutting-edge technologies have proven instrumental in sales forecasting, customer behavior analysis, and predicting clothing trends. By minimizing unsold inventory each season, AI-driven analytics achieve cost savings while promoting environmental sustainability—a crucial aspect in today’s conscious consumer landscape.

AI and Forecasting Trends

AI can also be used to enhance the online shopping experience by providing personalized recommendations based on a customer’s browsing history and preferences. By analyzing data on the styles, colors, and brands that a customer has shown interest in, AI can suggest similar items that they may also enjoy. This not only helps customers discover new items that they may not have found otherwise but also increases the likelihood of a sale for the seller. By examining past sales data and market patterns, AI algorithms can assist resellers and buyers with making well-informed decisions regarding the worth of individual pieces and wholesale bundles. This capability holds significant potential for individuals interested in investing in vintage as an asset, as it offers a more precise and dependable method of forecasting future value.

AI and Automation

One of the most significant challenges vintage sellers face is sorting through an overwhelming volume of pieces to uncover rare and sought-after items. Each garment must be meticulously evaluated for quality, style, and value—a process that AI can streamline through the application of machine learning algorithms. By swiftly and accurately identifying the most desirable pieces in a given collection, AI enables efficient curation and facilitates adaptation to the growing thrifting and vintage community, even in wholesale settings.

Authentication using AI

The New York based tech firm Entrupy has been one of the biggest players in the AI authentication space in recent years. Entruphy has built their AI and scalable innovation in order to verify high end products such as LV and Gucci. This adds a whole new level of comfort and trust when selling/buying these high cost items. Entrupy’s solution uses machine learning and computer-vision tech to verify items with 99.1% accuracy. Customs and border officials are also now employing AI technology to help determine the authenticity of high-end products that are frequently counterfeited, such as handbags and sunglasses.

Goodwill’s integration of AI

Among the companies embracing AI in the vintage fashion space, Goodwill has emerged as a trailblazer. Recognizing the potential of AI, Goodwill has completely revolutionized its selling methods and listing automation, leveraging technology to enhance the thrift shopping experience. Through a partnership with New York-based tech firm Entrupy, Goodwill has implemented AI authentication to verify high-end products, including luxury brands such as Louis Vuitton and Gucci. This innovative approach adds a new level of trust and reliability for buyers and sellers in the vintage market.

Goodwill’s integration of AI extends beyond authentication. As donations pour into Goodwill stores, employees utilize Entrupy’s AI technology to verify the authenticity of items before listing them on the company’s website, Counterfeit items identified by the AI system are repurposed for crafts or textile recycling, ensuring a high level of integrity within the vintage marketplace. The AI technology also aids Goodwill workers in identifying and listing shoes online, expanding their reach and potential sales.

With over 120 Goodwill organizations nationwide participating in online sales, the revenue generated supports their workers, infrastructure development, and local communities. Goodwill’s commitment to AI innovation is further highlighted by offering a comprehensive digital course on AI integration, empowering employees to adapt and thrive in an increasingly technology-driven retail landscape.


Nevertheless, the incorporation of AI into the vintage clothing industry has not been without pushback. One apprehension is that the extensive implementation of AI may result in the diminished personal touch and expertise that numerous customers cherish when engaging in the vintage shopping experience. In an industry where personal expression is such a big part of sellers curations and their brands as people, it almost alienates the seller from their listing and collections. Nobody gets into reselling because it’s easy or lucrative; the common denominator is that everybody does it for the love of vintage. Taking away the sellers connection to the clothing will shape the way people view the idea of being loyal to their favorite resellers and brands.

Written By Sammy Aronoff

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