Guess Brings AI to Fashion with Alibaba Collaboration

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Guess is partnering with Alibaba Group to bring artificial intelligence to fashion and provide customers with a richer shopping experience combining online and offline elements.

Guess, which has been working with Alibaba since its 2013 launch on Tmall, is now partnering with Alibaba’s FashionAI project. The initiative includes an interactive concept shop driven by Alibaba AI which uses computer vision to help customer create an entire outfit.

The FashionAI concept store features smart mirrors which show various details about the product including style and traits while also suggesting complementary items. Alibaba’s FashionAI system offers mix-and-match clothing and accessory suggestions from Guess as well as items sold by other retailers on its Tmall and Taobao marketplaces.

Alibaba launched the pilot FashionAI concept shop this month on the campus of Hong Kong Polytechnic University, pairing Guess’ retail knowledge and latest collections with Alibaba’s AI and other technologies. The project is aimed at providing a better retail experience for shoppers and help brands use analytics in ordering and maintaining inventory.

“As technology changes how we interact, it also effects how we shop,” said Victor Herrero, CEO of Guess in a statement. “As our customers evolve, it is critical that we evolve with them.”

Herrero said the partnership allows Guess and Alibaba to innovate in real time and continuously invest and adapt to customers’ needs.

“Guess and Alibaba share the same vision to understand customer behaviors through technologies,” said Zhuoran Zhuang, Vice President of Alibaba Group in a statement. “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.”