Ask Perry Ellis on Amazon Alexa
Ask Perry Ellis on Amazon Alexa

Perry Ellis has introduced “Ask Perry Ellis”, an Amazon Alexa skill that aims to give style advice and outfit options to men using the voice-activated artificial intelligence.

The brand created the skill based on a study it commissioned that found more than one-third of men admit to having skipped an event because they didn’t have the right clothes to wear, said president Melissa Worth. Meanwhile, 76% of men said they would be interested in using a technology that would help them find outfits for occasions they find challenging to dress for.

The skill launches as a time when Amazon is upping its range of Echo devices that house the Alexa AI. It is triggered when the user says: “Alexa, ask Perry Ellis what I should wear to… [a specific occasion].” Alexa then replies by offering an appropriate look for over 150 occasions, including jury duty, a wedding, a networking event and even Mardi Gras.

Ask Perry Ellis on Amazon Alexa
Ask Perry Ellis on Amazon Alexa

The aim is to drive engagement and ultimately push users to purchase. When asking for advice on what to wear to a Skype interview, for instance, Alexa creatively replies: “Look sharp on screen in our Slim Tech Washable Suit jacket and stay comfortable in a pair of Conformity boxer briefs.”

The app also takes into account the venue, weather and dress code, and then sends a selection of outfits to the user’s Alexa app, and email address. Interestingly, they can then click through to PerryEllis.com to complete the purchase, rather than the more obvious route of Amazon itself.