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Guess Became A Global Strategic Partner Of Alibaba’s FashionAI Project

This summer, Alibaba has extended its partnership with Guess and introduced its pilot FashionAI concept store at Hong Kong Polytechnic University (PolyU).

Simplifying the apparel shopping experience for customers, Alibaba has presented FashionAI store as a combination of in-store shopping with personalized data, gained from its Taobao and Tmall platforms.

Shoppers were able to use smart mirrors displaying product details on the screens and add the products to their basket they wished to try on in terms of the sizes, colours etc. during the three days of the project.

With the smart technology, the staff were informed to prepare the customers’ selected items in the fitting rooms and customers were able to change these details by using the same smart mirrors they found in the fitting rooms. The mirrors were also designed to offer mix-and-match clothing and accessory suggestions from the Guess collection.

Here is the video that will help you visualize the concept:

Victor Herrero, Guess’s CEO said:

This is a unique opportunity for us to collaborate with Alibaba in this experiment in experiential physical retail that we believe will provide us consumer insight that will enhance our e-commerce business, both with them on Tmall and in our physical stores. We are trying to apply a lot of new technology into the retail shop and I think the partnership with [Alibaba] is strong. China has a lot of potential for us in the future and I think we should continue trying to benefit from that.


Zhuoran Zhuang, Vice President, Alibaba Group, said:

Guess and Alibaba share the same vision to understand customer behaviours through technologies. With Guess’ retail expertise, we are able to train and refine our FashionAI system, and marry technology with fashion in a way that’s never been done before. We are looking forward to deepening our partnership to innovate personalized services offered in retail shops.

Alibaba’s FashionAI initiative has been in development process for seven years and the AI supported shopping experience is a part of the company’s plan to change traditional retail conception by digitizing the in-store experience.

FashionAI is one of the great examples that encourages us to think more about how AI technology can transform fashion!

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