Mango has launched an AI-powered ‘stylist’ tool, designed to personalise the online shopping experience. Accessible via the chat function on Mango’s ecommerce website and its Instagram, the ‘assistant’ offers product recommendations based on current styling trends and user text prompts.
Currently available in nine markets including the UK, Spain, Portugal, France, Italy, Germany, Austria, Turkey, and the US, Mango Stylist is a key initiative within the “Earn” pillar of the retailer’s 2024-2026 Strategic Plan.
This wider strategy looks to focus on value creation through technological advancement, data management and AI.
Since initiating a €150mn (£129.9mn) digital transformation in 2018, Mango has developed over 15 machine-learning platforms. These platforms integrate AI across various stages of its value chain, including pricing, product design, and customer service.
In January, the Spanish fashion brand introduced a virtual store on gaming platform Roblox, which has over 70 million daily active users, following the likes of H&M and Puma.
The Roblox introduction is part of Mango’s commitment to digital innovation and its work to create unique experiences, products and services for its customers in the physical, digital and virtual worlds.
It is also investing in physical locations, it plans to expand its UK store network again this year. There will be six new stores in London and sites across central England, Scotland, Northern Ireland, as well as its arrival in Cardiff.
Both the Roblox store and new brick-and-mortar sites will incorporate the New Med Mediterranean-inspired store concept. Sustainability will also be key to the new stores design.
Mango currently has 70 locations across the UK, in addition to its digital presence through its own online channel and other marketplaces.
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