Omnichannel Personalization with a Fashion Taste Graph allows retailers to understand and classify each product in their catalogue, and each of their shoppers.
How did we build our Fashion Taste Graph for Omnichannel Personalization
Through Chicisimo’s consumer apps, we’ve received millions of described outfits, the described clothes in millions of closets, and hundreds of millions of what-to-wear queries from people trying to decide what to wear.
With so much consumer data, we started capturing the correlations provided in the data, and built a fashion ontology to understand incoming input.
- Described outfits: We capture this type of data from millions of described outfits and we also capture how other people interact with those outfit creating more relations among items and allowing the Taste Graph to assign further descriptors to the outfits and the Taste Profiles;
- Described clothes in millions of closets: We also receive the described clothes in millions of closets from where we can extract a lot of meaning in terms of correlations and in terms of our own interpretation of the products;
- Queries: We also receive hundreds of millions of what-to-wear queries from people trying to decide what to wear and what clothes to buy, for any occasion you can think of. Each of these queries informs the Ontology and the Taste Graph.
This is the origin of our unsupervised learning model. The Taste Graph Technology receives data and correlations. It also assigns the correct descriptors to clothes, outfits and to people. It is the tool on top of which teams can effectively work in personalization. Delivered via a website, in a physical store, or delivered via Alexa in a bedroom or closet. This model allows for omnichannel personalization with a Fashion Taste Graph.
A Fashion Taste Graph is more than a Shoppers Graph
Our Fashion Taste Graph Technology for omnichannel is a personalization engine that allows us to assign descriptors to shoppers. It allows us to understand the taste of each shopper, and provide them with personalized omnichannel recommendations.
The Omnichannel Personalization with a Fashion Taste Graph is the infrastructure and data that contains, manages and understands the taste of each individual shopper, what clothes she has in her closet, and what are the drivers behind her purchases. The behaviour of each individual, the aggregated behaviour of everyone, and the behaviour of any subset we’d want to target.
Should you build a Fashion Taste Graph?
We can help you build your taste graph.
Your Taste Graph contains the intelligence generated by your shoppers and their interactions with your products. It’s formed by your shoppers Taste Profiles, your fashion ontology, and your evolving catalogue of products.
Your Taste Graph is trained to assign descriptors to your products and your shoppers. It is your unique Omnichannel Personalization Engine.
By building your Taste Graph, you are retaining that intelligence and building the competitive moat around your business that will help you delight your shoppers, with true omnichannel personalization.
What can you build with your Fashion Taste Graph?
Your Taste Graph is allows you do work around automation of catalogue, personalization of content, building unique shopper experiences:
- Deliver your collection based on the Taste Profile of each shopper.
- Automate processes related to the management of your catalogue.
- Identify shoppers who can help you identify trends.
- Build WOWing experiences: Digital Closets with our Smart Virtual Closet Technology, In-Bedroom Fashion Stylists, and offer all type of clothes and outfits recommendations.
HOW DOES IT WORK
Our Taste Graph Technology executes a number of processes to register the taste of each individual shopper, what clothes she has in her closet, and what are the drivers behind her purchases.
Imagine that someone buys a “red and black oversized sweater“. In our opinion, this is not necessarily a predictor of her future purchases, not a descriptor of her taste. We focus on looking for the true motivations of a purchase. That’s the role of the Taste Graph and it’s underlying backbone: the ontology.
We patented in 2013, and we’ve perfected it since then. Your Taste Graph captures all the taste-related activity and data generated in your properties. It captures all the relations among your shoppers, your products and your descriptors.
A strategic asset that improves exponentially
The Taste Graph forms a strategic and tangible body of data that provides you with the intelligence generated in your properties.
The more digitally powered experiences you offer, the more taste data you will capture. The more data you capture, the better you can automatically serve your shoppers, and the more data you will capture. It’s the the virtuous cycle of data. Read our Manifesto on the Future of Fashion Retail.
Your personalization engine
In terms of personalization, there is nothing more powerful that the data asset that understands the taste of each individual shopper, what clothes she has in her closet, and what are the drivers behind her purchases.
Any personalization attempt gets exponentially better, as you scale your Taste Graph. Any new sale, any new interaction, any new query or event, and your Taste Graph gets better, your personalization potential gets exponentially better.
Even the activity of your editorial stylists, at a smaller scale, contains an intelligence that can become an asset.
This is strategic. If you are here to stay in the next years, you need this dataset. Also, any sustainable personalization strategy will require the intelligence behind data and correlations that you are most likely letting go today.