Last update on: 10:08 am July 23, 2024 by fashionabc

Sandro, a French fashion brand owned by the SMCP group, uses artificial intelligence to help customers determine their perfect size. The brand hopes to increase conversions and reduce returns.

Image Source: Sandro

The integration of AI in the fashion industry is poised to be a game-changer. Per McKinsey: “In the next three to five years, generative AI could add $150 billion, conservatively, and up to $275 billion to the apparel, fashion, and luxury sectors’ operating profits…”

These are still early days, but cases for generative AI in fashion have emerged. French fashion brand Sandro announced its intention of embracing innovation with Artificial Intelligence, in collaboration with Fringuant, a platform that uses body scanning technology to help people determine their ideal size.

“To assist our customers in choosing the correct size, we have partnered up with Fringuant, a cutting-edge AI powered solution, capable of guiding clients to their ideal fit based on basic data and facial recognition…” per the fashion brand’s LinkedIn page.

Online consumers can calculate their perfect size in seconds. Because, “a face says a lot about us,” they just click and upload a photograph and then enter their height and weight. In seconds, the tool evaluates the user’s profile based on the supplied data and provides the ideal size.

By analysing body measurements and providing personalized recommendations, AI enhances the accuracy of sizing charts and helps customers find the perfect fit. This not only reduces the frustration of ill-fits but also minimises returns, leading to increased customer satisfaction. Embracing AI in the space of sizing and fit is a game-changer for Sandro that benefits both the brand and shoppers alike.

Responsible, sustainable and circular fashion at Sandro

Sandro reaffirms its commitment towards responsible, sustainable and circular fashion with the launch of Sandro Second-Hand. Per the website, “Every gesture counts, whether great or small. As a fashion house, we must play a leading role in protecting the planet. This is why we are committed to reducing our impact on the environment and encouraging eco-responsibility.”

The French fashion brand wanted to simplify the process of reselling pre-loved items. After filling out a form on the Sandro Second-Hand website, sellers can send their pieces to the brand’s logistics partner. Following authentication and quality control, they’ll receive a voucher that can be spent on new or second-hand Sandro pieces, in-store or online. The seller’s sent items are then re-listed on the platform. This circular approach constitutes a key step in the CSR commitments made by Evelyne and Ilan Chetrite.

Parent Brand SMPC reports strong sales resilience

Sandro has over 1,700 employees worldwide, each of whom work closely with the headquarters.Its parent company SMPC reported strong sales resilience and profitability impacted by inflationary environment, with FY 2023 Sales at €1,231m. 

Image Source: Sandro

“In a deteriorating macroeconomic environment marked by a slowdown in consumption and high inflation, SMCP achieved double-digit growth in Asia and resilient sales in Europe and the United States. Although the Group’s profitability has been impacted and despite an improvement in the second half of the year, we have been able to preserve the company’s financial strength. A similar trend is expected for 2024, at least in the first half of the year. We have therefore decided to accelerate our action plan to revive our profitable growth momentum. We will particularly intensify our efforts to enhance the desirability of our brands and in digital, optimise our store network across various regions and deeper delve into cost management, while maintaining our focus on profitability and cash generation. We expect to see the first benefits of this plan by 2024, with further acceleration from 2025 onwards,” Isabelle Guichot, CEO of SMCP stated in a press release.

SMCP is positioned as a global leader in the accessible luxury market with four Parisian brands: Sandro, Maje, Claudie Pierlot and Fursac. Present in forty-seven countries, the Group comprises a network of over 1,600 stores and a strong digital presence in key markets. Evelyne Chetrite and Judith Milgrom founded Sandro and Maje in Paris, in 1984 and 1998 respectively, and continue to provide creative direction. Claudie Pierlot and Fursac were acquired by SMCP in 2009 and 2019, respectively.