Mango, the Barcelona-based global fashion chain, is broadening its use of AI with the launch of “Mango Stylist,” a virtual fashion assistant for shoppers. The tool, powered by generative artificial intelligence, is designed to make shopping the Mango website easier, faster and more personalized.
Mango Launches Virtual Fashion Assistant: Mango Stylist
The Mango Stylist is currently functioning in the brand’s women’s line, in 10 markets, mainly in Europe and the U.S. Other markets include Spain, Portugal, the U.K., France, Italy, Germany, Austria and Turkey. The app 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 Instagram account.
This initiative reflects Mango’s ongoing commitment to innovation in fashion, focusing on hybrid experiences that combine traditional browsing with natural conversations supported by artificial intelligence. The development of Mango Stylist has been through the collaboration of 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 – consolidating the vision of a single conversational point of contact for customers. This makes it possible to resolve queries both before and after purchase.
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 seeks to guarantee the creation of value through technological development, data management, artificial intelligence and operational excellence.
Commitment to innovation
Innovation has always been one of Mango’s key pillars. the fashion brand 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, 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 fifteen 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.
Key Takeaways
- Mango Stylist uses advanced algorithms to understand user preferences and provide tailored recommendations.
- Customers can interact with the assistant through the chat feature on Mango’s e-commerce platform and Instagram.
- The tool offers creative ways to combine apparel, accessories and create complete looks.
- The initiative supports the fashion brand’s 2024-2026 Strategic Plan, focusing on value creation through technology and data.
- Mango Stylist works with Mango’s virtual assistants like ‘Iris’ to provide a seamless pre- and post-purchase experience.
About Mango
Mango, one of the leading international fashion groups, is a global company with design and creativity at the heart of its business model and a strategy based on constant innovation, the pursuit of sustainability and a complete ecosystem of channels and partners. Founded in Barcelona in 1984, the company closed 2024 with a turnover of over 3.3 billion euros, with a third of its business coming from the online channel and a presence in more than 120 markets.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
