The brand is marshaling an online machine-learning algorithm to provide customers with a virtual stylist, suggesting outfits matching the most recent items customers have bought

The days of spending time in front of the mirror each day picking out the perfect outfit may be coming to an end. German apparel retailer Zalando recently created the Algorithmic Fashion Companion, a program driven by machine learning and aimed at compiling complete fashion-forward looks for customers.

Shoppers begin by selecting an anchor piece for the companion to build a outfit around, offering several different suggestions. Zalando's AFC Product Manager Marta Skassa explains, “Customers often tell us that they find it difficult to combine items and that they appreciate getting inspiration and fashion advice. We can now offer this with unlimited, free outfit suggestions based on an item that they either already own, or have already expressed interest in.”

Customers who interact with personalized services like Zalando's virtual stylist often have a higher conversion rate as well as larger shopping baskets. Accordingly, Zalando hopes to drive engagement and sales with this addition to its site.

Zalando

The days of spending time in front of the mirror each day picking out the perfect outfit may be coming to an end. German apparel retailer Zalando recently created the Algorithmic Fashion Companion, a program driven by machine learning and aimed at compiling complete fashion-forward looks for customers.

Shoppers begin by selecting an anchor piece for the companion to build a outfit around, offering several different suggestions. Zalando's AFC Product Manager Marta Skassa explains, “Customers often tell us that they find it difficult to combine items and that they appreciate getting inspiration and fashion advice. We can now offer this with unlimited, free outfit suggestions based on an item that they either already own, or have already expressed interest in.”