Is Target creating clothes based on "internet speed"? How GenAI and new production models are transforming the apparel industry

Is Target creating clothes based on "internet speed"? How GenAI and new production models are transforming the apparel industry

2025年12月24日 10:45

1) "The moment a trend is 'discovered' is now its peak"

WWD reported that Target is enhancing the speed of fashion planning to supply through the use of GenAI and updated production models (the headline also uses the metaphor of "internet speed"). WWD


The background to this is the shift of the "starting point" of purchasing behavior to social media. Target cites a survey stating that "85% of Gen Z and Millennials feel they want to buy trending items within 24 hours of seeing them on social media," and places speed at the core of its competitiveness. corporate.target.com


What is important here is not just "hitting the trend" but "being able to release it the moment it's hit." The shorter the lifespan of a trend, the more the ability to "materialize and display the right answer" determines success, rather than just the ability to "find the right answer."


2) The key to reducing time by up to 80% is "speed tracks" = "variable design" of processes

Target has introduced flexible production planning called "speed tracks." Instead of placing products on a uniform process, they change the process according to bestsellers, trends, and material conditions, claiming to reduce the timeline of the design process in the apparel and accessories domain by up to 80%. corporate.target.com


A symbolic example is the Wild Fable hoodie case. By partnering with vendors, they created a sample in one week, and for elements like graphics and colors that can be adjusted until the last moment, they made final decisions just before launching in stores. As a result, they shortened the process by17 weeks compared to the traditional timeline. corporate.target.com


In short, they intentionally divided parts to be finalized early and parts to remain flexible until the last moment.

Furthermore, Target also showcased an example where they expanded the range of faux suede items based on search and social media trends, and launched them in the market within7 weeks. corporate.target.com


It's not just about "fast planning," but also about having a "fast system to launch." If this order is reversed, AI will end up as just a slide presentation.


3) What supports speed is "materials" and "production slots" before AI

Often overlooked, speed is determined by the supply chain. Target demonstrates this by utilizing denim "reserves" to expedite new releases, reducing lead time by 25%, and by leveraging fabric supply and vendor relationships to increase production in response to popular leggings demand, ensuring a "state of readiness" for production. corporate.target.com


No matter how smart AI is, speed cannot be achieved without fabric and slots. Conversely, only by preparing these can the value of AI be maximized.


4) GenAI "Target Trend Brain": Manual work of weeks reduced to "hours"

The main feature this time is the trend analysis tool "Target Trend Brain" equipped with GenAI. It extracts signs of colors, materials, and styles from vast amounts of information like images and text, reducing analysis that used to take weeks to just hours. As an initial learning, they confirmed the must-have colors for autumn (green, berry, blue) and reflected them in the collection. corporate.target.com


Additionally, by utilizing 3D design, they are advancing the shortening of development periods and reducing physical samples by designing, testing, and improving virtually. corporate.target.com
By combining "Trend Brain (sign extraction)" x "3D (prototype compression)" x "speed tracks (variable supply operation)," responding to trends becomes a "system" rather than "luck."


5) Not just fashion: AI is moving towards "faster on-site decision-making"

In an interview with Retail Dive, CIPO Prat Vemana stated that "Target's strength is human design capabilities," and that Trend Brain aims to combine the creativity of merchants with the efficiency of AI. Decisions are made by designers, with AI in a supportive role. Retail Dive


Additionally, in the screening process for the marketplace "Target Plus," they introduce efforts to aggregate information on applicant companies using agent-type AI, allowing analysts to "review in one place." Retail Dive


Moreover, it is said that they have increased licenses and conducted training by OpenAI to broaden the use of AI within the company. Retail Dive


What can be seen here is that Target is designing AI as a "device to speed up decision-making by gathering materials," rather than as a "device to reduce people through automation."


6) Reactions on social media (mainly LinkedIn): Expectations for "expansion" and concerns about "pressure"

What stands out on social media is the discussion in a business context. For instance, on LinkedIn, the evaluation that "treating human expertise and AI as complementary is constructive" is strongly emphasized in the post text, and in the comments, opinions like "we should create synergy without replacing people" are prevalent. LinkedIn


Interestingly, among the comments, a person claiming to have "worked on Trend Brain" appears, stating that **"the paradigm of the creative domain is changing." LinkedIn


On the other hand, within the same post, there is also mention of "legitimate concerns about automation and job loss," with a sentiment of **"while the ideology is good, in reality, cost pressure might arise." LinkedIn


In other words, the reactions are divided into two layers:

  • Welcome: "It's good if it becomes an 'amplifier' that speeds up human creativity."

  • Caution: "Eventually, unit prices, outsourcing, and job types might be compressed."


7) What this movement signifies: Before Japanese companies learn "AI implementation"

The lesson from Target's case is simple.AI is not a magic wand, but a lever for process design.


If Japanese retail and apparel are to learn, the priorities should be as follows.

  1. Decide on the items to be flexible until the end (when to finalize colors, patterns, quantities, and promotional copy)

  2. Have "margins" for materials and slots (a combination of stockpiling, contracts, and nearshore production)

  3. Clearly define the person responsible for adopting/rejecting AI suggestions (including governance over intellectual property, similarities, quality, and backlash)

Trends are accelerating. Therefore, what is needed is not just "accuracy in hitting trends." It's whether you can make "the speed of launching after hitting" a standard feature of your organization. Target's challenge, as highlighted by WWD, teaches us that this competition has already begun. WWD


Reference Articles

Target Shortens Manufacturing Time, Unveils Fashion at Internet Speed
Source: https://wwd.com/business-news/retail/target-fashion-genai-production-speed-1238431673/

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