Asos Launches AI Stylists to Revive Sales Slump Amidst Competition from Shein and Next
Online fashion retailer Asos is resorting to artificial intelligence-powered stylists to revitalize its sales, which have plummeted by 12% in the year to August 31. The company has been struggling to regain momentum after a surge in sales during the pandemic lockdowns was followed by a significant decline when high street shops reopened.
As part of its efforts to improve the shopping experience and internal processes, Asos is testing "Styled for You", an AI-driven service that suggests items that complement existing purchases or searches. The system relies on Asos's database of 100,000 curated outfits, which are tailored to individual customers' preferences and history. For instance, if a shopper signs up to the loyalty program seeking advice on buying a dress, the AI stylist may suggest pairing it with a jacket and heels for a more polished look or swapping it out for a sweater and trainers for a casual vibe.
While Asos is not the first retailer to utilize artificial intelligence (AI) in its operations, the company's use of this technology marks a significant step towards personalizing the customer experience. Marks & Spencer, another UK-based retail giant, has already begun using AI to advise shoppers on outfit choices based on their body shape and style preferences.
Asos's strategy to combat declining sales includes cutting discounting and deterring unprofitable customers who frequently return items without purchasing more. However, industry analysts warn that significant challenges remain for the company in the fast-fashion market, where competition from Shein and Next has increased significantly.
The retailer's CEO José Antonio Ramos Calamonte is optimistic about Asos's prospects, stating his ambition to transform the brand into a destination for fashion inspiration and style. Nevertheless, the stock market has taken a less optimistic view, with shares falling by as much as 10% on Friday following the release of quarterly results that showed annual pre-tax losses narrowing to £282m from £379m the previous year.
As Asos continues to navigate the complexities of the fast-fashion market, its reliance on AI-powered stylists will be crucial in differentiating it from competitors and providing a unique shopping experience for customers.
Online fashion retailer Asos is resorting to artificial intelligence-powered stylists to revitalize its sales, which have plummeted by 12% in the year to August 31. The company has been struggling to regain momentum after a surge in sales during the pandemic lockdowns was followed by a significant decline when high street shops reopened.
As part of its efforts to improve the shopping experience and internal processes, Asos is testing "Styled for You", an AI-driven service that suggests items that complement existing purchases or searches. The system relies on Asos's database of 100,000 curated outfits, which are tailored to individual customers' preferences and history. For instance, if a shopper signs up to the loyalty program seeking advice on buying a dress, the AI stylist may suggest pairing it with a jacket and heels for a more polished look or swapping it out for a sweater and trainers for a casual vibe.
While Asos is not the first retailer to utilize artificial intelligence (AI) in its operations, the company's use of this technology marks a significant step towards personalizing the customer experience. Marks & Spencer, another UK-based retail giant, has already begun using AI to advise shoppers on outfit choices based on their body shape and style preferences.
Asos's strategy to combat declining sales includes cutting discounting and deterring unprofitable customers who frequently return items without purchasing more. However, industry analysts warn that significant challenges remain for the company in the fast-fashion market, where competition from Shein and Next has increased significantly.
The retailer's CEO José Antonio Ramos Calamonte is optimistic about Asos's prospects, stating his ambition to transform the brand into a destination for fashion inspiration and style. Nevertheless, the stock market has taken a less optimistic view, with shares falling by as much as 10% on Friday following the release of quarterly results that showed annual pre-tax losses narrowing to £282m from £379m the previous year.
As Asos continues to navigate the complexities of the fast-fashion market, its reliance on AI-powered stylists will be crucial in differentiating it from competitors and providing a unique shopping experience for customers.
i mean, i've had some good experiences with their personalized recommendations but like... have u seen how many times shein's "stylist" has recommended me buying the same pair of jeans over and over again? anywayz, maybe asos' ai thing will actually work out and make us customers happy 
. I mean, who doesn't love getting outfit suggestions that fit their style and preferences? It's like having your own personal stylist at home 
. But at the same time, I'm a bit skeptical about relying too much on tech - what if its not accurate for everyone's taste? 
. Anyway, I think its a great move by Asos to try and stay competitive in the fast-fashion market 
.
Like, how do they even calculate that? And what's with Shein and Next being so competitive? Can someone explain to me how those online shopping platforms work? 
Asos is taking the bull by the horns with their new AI-powered stylists, but I'm not sure if they've cracked the code just yet 
Still, I'm intrigued by their goal to transform the brand into a fashion inspiration destination. Only time will tell if they can make it happen 
they're trying to revamp sales which have been slumping since high street shops reopened after lockdowns. I mean, who doesn't love personalized fashion recs? It's about suggesting outfits that match your style & history. They've got 100k curated outfits in their database - not bad! 
Still, the competition from Shein and Next is fierce 
but tbh its kinda cool how they're using data to create personalized outfits based on what you've bought before 
i mean who doesn't want a jacket and heels combo 
that's gotta be good for the brand in the long run 
...
. It's easy to get caught up in the instant gratification of social media and forget that the goal is to provide value to ourselves and others 
. The system may suggest outfits, but ultimately, it's our own judgment and self-awareness that will guide us towards making choices that align with our values and goals 
.
. This got me thinking: what are we doing to differentiate ourselves in our own lives? Are we creating space for self-reflection and intentional decision-making, or are we just following the crowd 
?
. i mean, using 100k+ curated outfits to suggest stuff to customers sounds like a solid starting point, but it's gonna be interesting to see how well it actually works. mark's & spence is already doing the same thing and it seems to be working out alright for them 
. if asos wants to stay afloat, they need to bring their A-game (or in this case, their ai-game) 
. still, i'm keeping an eye on this development... might just change the game for asos 