Myntra, India’s leading destination for fashion, beauty, and lifestyle, has introduced a revolutionary feature on the platform, called ‘My Stylist’, an AI powered end-to-end automated personal style guide for its customers. This unique concept is set to revolutionize shopping for fashion and lifestyle at large, with the digital style assistant recommending the right outfits and suggesting a complete look to the users. Ahead of the 18th edition of the highly-anticipated End of Reason Sale (EORS), its biannual fashion event, Myntra is all set to cater to the outfit styling aspirations of shoppers like never before and taking fashion to the next level with this next-gen product discovery and purchasing feature.
‘My Stylist’ has been created to tackle the daunting task of putting together the perfect outfit. Styling requires a deep understanding of a broad range of properties including colour, shape, pattern and fabric, along with awareness of current fashion trends and an individual’s style preferences, to be able to get that perfect outfit. ‘My Stylist’ fulfills these requirements of customers in a way that is scalable, automated, customisable and in real-time. ‘My Stylist’ utilizes Artificial Intelligence to offer customers complete shoppable outfit recommendations based on four different factors: uploaded images from their offline wardrobes, their purchase history on the app, browsing history on the app, and what’s currently trending on the platform, thus giving instant access to styling options and enhancing their shopping experience, making it visual, fun and instantly gratifying.
The pioneering product has been developed in-house and will be unique to the platform, while also being a one-of-its-kind offering at this scale in the Indian e-commerce fashion ecosystem. The feature throws recommendations from ~4.5 lakh styles from the fashion and lifestyle categories currently, which includes all topwear, bottomwear, footwear and accessories. Since the launch of the feature, ‘My Stylist’ has witnessed good adoption. It is currently the highest used feature on the floating action button or ‘M-Explore’ on the homepage of the app, with a high engagement rate and click through rate (CTR) of over 65%. The company expects nearly ~80% of its customers to engage with recommendations from ‘My Stylist’ feature on trial by the end of this year.