5 Brands Who are Winning This Whole Tech Thing

The paradox of AI and AR in retail is that it always seems to be right on the edge of disrupting the industry. Many brands and retailers, however, choose to wait and see how others fare before trying it out for themselves. But as Gartner has predicted, the early bird does in fact get the worm – and we totally agree. Here’s the Fashwell roundup of the fashion, beauty and furniture brands who are using AI in their business strategy.


While Burberry was under the creative direction of Christopher Bailey, the British heritage brand was a trailblazer when it came to technological novelties. Next to being an early adopter of Snapcode as well as Facebook chatbot, Burberry uses AI technology from Entrupy to detect counterfeit products. The flagship store on Regent Street in London is decked out with 500 speakers and 100 screens that broadcast content relevant to the products moving through the store at any given time.


Nordstrom holiday chatbot
The Nordstrom chatbot at work, recommending the perfect gift for customers.

Of the many chatbots that rolled out last holiday season, Nordstrom’s dazzled the most. Armed with a series of questions, the chatbot aimed to learn more about the person the user was shopping for and then gave gift recommendations based on the results. Additionally, the Nordstrom-owned personal style subscription service Trunk Club uses AI not only to personalize selections for each customer, but also to power visual search so that customers can find exactly what they’re looking for.


Time and again Sephora proves that it’s the destination for the beauty obsessed. With the launch of the Virtual Artist app, users can try on makeup, test different looks, find the right shade of foundation and learn application techniques all by uploading a selfie. Developed in partnership with AR company ModiFace, the app lets shoppers “try on” products before purchasing them.


“The smarter we get with AI, the longer our customer stays with us. The longer a customer stays with us, the better we get at improving product, fit, fabric and silhouette,” quotes Cosabella CEO Guido Campello. The Italian lingerie company harnesses AI to track customer behaviour as well as the performance of their products. This in turn enables them to offer more of a high performing product or reduce those that sell poorly, a kind of catalog management system that Fashwell offers with its automatic product tagging.


Ikea Place app
Ikea Place lets users imagine a piece of furniture in any given space.

A common worry when shopping for furniture is if the piece in question will fit – physically and aesthetically. Ikea’s new app, Ikea Place, brilliantly uses Apple’s ARKit to solve this problem. Users can choose from the 2,000 in-app catalog items. Then, by pointing their smartphone camera towards the space in question, can virtually see how the chair, sofa or rug would look. The company claims the products show up with 98% accuracy, true to size, color and texture.

If you also want to win at tech, look no further: Fashwell helps create visual shopping experiences that consumers want. Our tech is flexible and can be integrated into any element of your next big project, like a chatbot or similar product recommendations (which are great for the upcoming holiday season). Get in touch and get a custom offer.