Forever 21 introduces AI visual search to online shopping

Forever 21

Forever 21

Forever 21 has introduced an AI-enabled feature that will allow consumers to engage with visual search when browsing online.

The feature, titled “Discover your style”, allows shoppers to search for items by clicking on icons that represent features that they want in an outfit – such as length or fit of a skirt, or the neckline and color of a shirt. For this launch, the fast fashion retailer worked with visual search experts Donde Search, whose recommendation algorithm aims to mimic how shoppers think about products.

“Visual search technology bridges the gap between the convenience of online shopping and the rich discovery experience of traditional retail by enabling our customers to search for clothing in the same way they think about it—using visuals, not words,” says Alex Ok, president of Forever 21. “Early data shows that this is one of the most important innovations in the e-commerce space in recent years.”

The functionality debuted in the Forever 21 iOS app in May and was initially available for the dresses and tops categories. However, within the first month of launching the feature, the brand saw a 20% increase in average purchase value for the two test categories, as well as an increase in sales conversions.

Forever 21's "Discover your style" feature

Forever 21’s “Discover your style” feature

“As e-commerce’s share of retail sales continues to grow, it’s more important than ever that retailers use a universal language that both shoppers and merchandisers can understand,” says Liat Zakay, CEO and founder of Donde Search.

There are many benefits to introducing visual search alongside more traditional text, but according to the brand, the functionality also helps retailers remove any local language barriers associated with the latter.

Allowing consumers to search visually also enables them to manifest more subtle likes and dislikes when searching for garments, which is something major brands and retailers have been experimenting with for years. Last year, for instance, ASOS introduced a visual search functionality that allows people to upload images to display similar items for sale on the site.

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