From Fitting Room to Algorithm: Mango Bets on AI for Hyper-Personalized Fashion

Mango takes a leap into the shopping of the future. The Spanish fashion company reinforces its digital strategy with the launch of Mango Stylist, a conversational tool based on artificial intelligence that personalizes the shopping experience. Through algorithms that analyze the context, tastes and style of the consumer, the platform generates proposals for looks and combines garments and accessories according to the occasion.

The experience, reminiscent of the inspirational style of the Pinterest social network, allows users to interact and play with trends in real time, designing their own virtual closet.

The innovation is already available in more than a dozen countries, including European markets and the United States, and is limited, for the moment, to the women’s line, the most relevant of the group and responsible for 79% of its turnover.

Mango Stylist is based on technological development, data management and artificial intelligence

The development of this functionality has been the sum of different multidisciplinary teams at Mango, such as IT, data, digital product, styling, design, visual merchandising and customer service.

It also reinforces its after-sales virtual assistant, Iris, which is already available in some markets and whose functionality is based on the resolution of customer queries during and after the purchase, from the search for inspiration to the consultation on the status of an order. This launch is its commitment to generative AI-based experiences, as well as to innovation in the industry.

In 2024, Mango had a turnover of €3,339 billion, an increase of 7.6% compared to 2023. Net income, meanwhile, contracted to €219 million, compared to €172 million in the previous year.