mey uses AI for fashion diversity: How “Mes Amis” is taking off with BE-terna and Microsoft

For over 90 years, the long-established company mey Handels GmbH has stood for high-quality underwear, responsible production, and stylish design “Made in Europe.” With the launch of the “Mes Amis” label, mey is creating a platform for exclusive loungewear, lingerie, and swimwear from small, independent brands – both in stores and online.

However, the diversity of these partner brands also presents challenges. Many do not have standardized interfaces such as EDI. This means that product data must be entered manually into the ERP system – a time-consuming process that slows down growth.

The digital game changer: AI automates content and processes

To change this, Mey worked with BE-terna to develop a proof of concept based on Microsoft Power Apps and OpenAI technology. The solution identifies missing product data, automatically analyzes images from suppliers, and generates the following on this basis:

• Product attributes such as color, pattern, or style
• Strong sales copy for web shops and marketplaces
• Training materials for sales teams
• Visual representations using digital avatars

All data flows directly into the ERP system, reducing manual work to a minimum. Only the material composition currently still needs to be added manually.

Initial successes and outlook

Although the project is still in the testing phase, the results already demonstrate how strongly AI can transform the fashion industry: faster time to market, significantly reduced effort, and consistent data quality. Microsoft is also closely monitoring the use case and is evaluating potential cost participation.

AI meets Fashion axpertise

mey has proven that digitalization in the fashion industry is not only possible but forward-looking when technology, industry know-how, and implementation expertise go hand in hand. BE-terna supports this journey with deep experience in the fashion industry and a clear mission to reduce complexity and create value.