Redefining Retail with a GenAI-Powered “Style It” Solution

FASHION MEETS INNOVATION

From Pilot Success to Rollout

With customer behavior changing rapidly in the fashion landscape, Zalando is always on the lookout for innovative customer experiences. The company teamed up with its longstanding partner EPAM to apply its GenAI expertise and fashion industry experience in developing a solution that allows customers to visualize how clothing items work together as a complete look.

We worked together to build “style it”, a solution for mobile app users that could generate digital avatars dressed in selected items from the collection. Built and hosted on AWS — including S3, EC2 and EKS — the new feature was optimized for scalability and efficiency, capable of generating up to one million images per week.

During the pilot phase of the engagement, thousands of customers tested the solution, demonstrating its popularity. Following the success of the pilot, the “style it” application was successfully rolled out across several regions. Not only did this solution significantly enhance the customer experience, but it explored successfully how to leverage GenAI to provide a more interactive and personalized shopping journey.

FASHION MEETS INNOVATION

From Pilot Success to Rollout

With customer behavior changing rapidly in the fashion landscape, Zalando is always on the lookout for innovative customer experiences. The company teamed up with its longstanding partner EPAM to apply its GenAI expertise and fashion industry experience in developing a solution that allows customers to visualize how clothing items work together as a complete look.

We worked together to build “style it”, a solution for mobile app users that could generate digital avatars dressed in selected items from the collection. Built and hosted on AWS — including S3, EC2 and EKS — the new feature was optimized for scalability and efficiency, capable of generating up to one million images per week.

During the pilot phase of the engagement, thousands of customers tested the solution, demonstrating its popularity. Following the success of the pilot, the “style it” application was successfully rolled out across several regions. Not only did this solution significantly enhance the customer experience, but it explored successfully how to leverage GenAI to provide a more interactive and personalized shopping journey.