Marks & Spencer is shaking up the fashion world by using artificial intelligence to help shoppers find their perfect outfits. This innovative move aims to tailor recommendations based on individual body shapes and style preferences, revolutionizing the online shopping experience for many.
The 130-year-old retailer is leveraging AI technology to create a more personalized online experience, suggesting items that fit each shopper’s unique needs. Stephen Langford, the company’s director of online, noted that M&S is customizing the way it communicates with its customers, using six different styles ranging from emotional and descriptive to straightforward and practical.
One exciting feature of this new service is a quiz that shoppers can fill out, detailing their size, body shape, and style preferences. According to Langford, about 450,000 customers have already used the quiz, which can recommend outfits from a vast selection of 40 million options. This blend of AI and in-house stylist input helps customers see which garments work well together.
The automation of product descriptions has also seen a significant boost, jumping to 80% from almost zero in the past year. However, Langford emphasized that humans are still involved in the process to ensure the AI’s suggestions make sense and align with the brand’s standards.
Richard Price, managing director of clothing and home for M&S, shared that the company is aggressively focusing on its online segment. Their goal is to achieve half of their fashion sales digitally by 2028, up from the current one-third. Last year alone, the retailer reported a 41% increase in profits, with sales growing by 9.4% to £13 billion. Online fashion and homeware sales also surged by 7.8%.
The rise in online sales has been significantly bolstered by an 80% increase in social media marketing. Platforms like Facebook, Instagram, and TikTok now see more marketing spend from M&S than traditional TV advertising. Interestingly, almost a third of the revenue generated via TikTok comes from entirely new customers.
Despite a challenging season marked by cool and wet weather until late July, M&S managed to secure the largest share of the womenswear market this summer—the highest in nine years. The retailer continues to dominate in categories like knitwear and lingerie, and is gaining ground in denim. As the winter party season approaches, M&S aims to surpass its competitors as the top seller of occasion wear.
With its innovative use of AI, Marks & Spencer is setting a new standard in the online retail space. By personalizing recommendations and enhancing the shopping experience, the retailer is not only boosting sales but also cementing its position as a leader in the fashion industry.
Source: Theguardian