In an increasingly digital world, Zalando positions itself as a key player in online fashion, constantly reinventing its customer experience. With his new fashion assistantthe company uses AI to offer personalized fashion recommendations, strengthening its status as an e-commerce leader.

The fashion assistant: towards a personalized shopping experience

Currently in beta, this template-based wizardOpenAI is available to all customers in the 25 markets where Zalando operates. Whether you are in France, Germany or elsewhere, you can ask questions using your local language, while benefiting from tailor-made advice.

For example, let’s say you ask: “What should I wear for my father’s 60th birthday in November in Barcelona? ». Thanks to a detailed contextual understanding, the assistant offers tailored recommendations. Here’s how it works:

• Location and weather analysis.
• Understanding of the occasion.
• Consideration of personal preferences, such as brands followed.
• Availability of items in your size.

Laura Toledano, general manager France, UK and Ireland at Zalando, says: “The fashion assistant offers recommendations that integrate our customers’ purchasing and browsing histories. » This tool aims to offer a tailor-made purchasing experience, making the interaction both intuitive and efficient.

Trend Spotter: an eye on fashion trends

At the same time, Zalando updates its tool Trend Spotterwhich is now present in ten European fashion capitals. After having proven itself in cities like Milan, Paris and Berlin, this tool is now being deployed in Amsterdam, London, Warsaw and Zurich.

Trend Spotter allows customers to discover the latest trends both locally and across the continent. Each article presented is accompanied by explanatory text, clarifying why it appears in the list this week and whether it is linked to a general or specific trend.

Tian Su, VP personalization and recommendation at Zalando, emphasizes that this tool <> This offers customers a dynamic and current vision of the styles that are established in the market.

Generative AI: a strategic pivot for e-commerce

Online sales continue to evolve, a change amplified by the Covid-19 pandemic. In 2023, online services recorded growth of 20%with an increase in 12% transactions and 7% of the shopping basket, according to Fevad.

A study commissioned by Fevad reveals that 97% managers of French e-commerce sites consider generative AI to be the most promising innovation. Let’s break down some key figures:

• 73% of executives predict an increase in productivity thanks to AI.
• 72% believe this technology will increase trust in their business.

Additionally, a report from Havas and Paris Retail Week states that 57% of French people rely on their voice assistant to carry out their shopping. This is a strong signal for Zalando, which is innovating at a time when the tool developed has every chance of succeeding in a booming market.

Zalando is dedicated to transforming the shopping experience through advanced technologies and a deep understanding of its customers’ needs. With Fashion Assistant and Trend Spotter, the company is not only redefining how people interact with fashion online, but also positioning itself to meet the industry’s future challenges.