Mango, one of the leading international fashion brands, is furthering its commitment to innovation and a personalised shopping experience with the launch of Mango Stylist, a pioneering virtual fashion assistant powered by generative artificial intelligence, which makes it easy, fast and personalised to discover and combine garments. The tool, currently available for the Woman line, is active in nine markets: Spain, Portugal, the United Kingdom, France, Italy, Germany, Austria, Turkey and the United States.
Mango Stylist uses innovative algorithms to understand the context and personal tastes of each user, offering them product recommendations tailored to their preferences. It also gives them the opportunity to explore the latest trends and discover Mango product combinations and complete looks through chat in its e-commerce and the brand’s Instagram account.
This initiative reflects Mango’s ongoing commitment to innovation and the cutting edge in the world of fashion, focusing on hybrid experiences that combine traditional browsing with natural conversations supported by artificial intelligence. Customers can interact with fashion in a new and natural way, making every purchase an inspiring experience.
The development of Mango Stylist has been possible thanks to the collaboration of different multi-disciplinary teams at Mango, including IT, Data, Digital Product, Styling, Design, Visual Merchandising and Customer Service. The tool also integrates with the after-sales virtual assistant Iris – already active in several markets – consolidate the vision of a single conversational point of contact for customers. This makes it possible to resolve queries both before and after purchase, from the search for inspiration to querying the status of an order.
This launch reinforces Mango’s position as one of the first companies in the sector to integrate a conversational assistant based on generative AI that combines stylistic advice with customer service, and marks a new step towards a more personalised and efficient shopping experience. The initiative is part of the company’s 4E 2024-2026 Strategic Plan, which through the Earn pillar seeks to guarantee the creation of value through technological development, data management and artificial intelligence and operational excellence.
Commitment to innovation
Innovation has always been one of Mango’s key pillars, which has led it to become a leading international fashion company. From the creation of a differentiated business model, celebrity partnerships, to its pioneering e-commerce in 2000, the company has been at the forefront of its sector.
Mango is committed to building a phygital ecosystem of experiences, services and products that synchronises and converges the capabilities and opportunities in the physical and digital worlds, at all times aimed at providing the best service to its customers. The company is digitising the entire product lifecycle, from the initial briefing of the collection, design and patternmaking, to sales, transport and distribution.
In addition, in its commitment to technology as a support tool, since 2018, Mango has developed more than 15 internal platforms that apply artificial intelligence at different points in its value chain, such as pricing or personalisation. Among the most notable are the internal generative AI platforms Lisa, to address use cases of its employees and partners; and Inspire, to help inspire the design and product team to create prints, fabrics and garments, as well as support with window dressing, architecture and interior design.
