What: Zalando is launching a generative AI-powered personal assistant across all its markets and expanding its disability-friendly fashion line to include children's clothing.

Why it is important: The introduction of AI technology and an inclusive fashion line demonstrates Zalando's commitment to innovation and inclusivity, enhancing customer experience and catering to underserved markets.

Zalando, a leading German clothing retailer, is rolling out its new AI-powered personal assistant across all 25 of its markets as of October 1. This tool, which utilises OpenAI’s ChatGPT, has been tested in Germany and English-speaking countries. It is designed to enhance the shopping experience by providing personalised fashion recommendations based on user preferences, location, and weather conditions. For example, users can ask the assistant for outfit suggestions for specific events, like a birthday in Barcelona, and receive tailored recommendations.

In addition to the AI assistant, Zalando is expanding its "Trend Spotter" tool to more European cities, allowing users to discover both local and international fashion trends. Furthermore, the company is launching a unified partner program called "Zalando Partner," streamlining services for brands and retailers through a single platform.

On the product front, Zalando is strengthening its Adaptive line, which caters to individuals with disabilities. This collection now includes children's clothing, offering a range of items from basics to trendy pieces. These developments coincide with Zalando's shift from a paid loyalty program to a free-tiered system that provides increasing rewards and benefits.

Despite a slight decline in sales volume and revenue in 2023, Zalando has shown signs of recovery in 2024. The company's strategic initiatives aim to drive further growth by enhancing customer engagement through technology and inclusive product offerings.

Zalando's AI assistant and inclusive fashion line for children