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Marketing

Luxury fashion player Yoox launches styling app

Online luxury lifestyle brand Yoox has launched a new styling app that allows customers to try out new looks by mixing and matching fashion items on an avatar and sharing them on social media.

The app, called Yoox Mirror, was conceived and designed by the company’s in-house research and development team and launched on iOS on December 10.

Users can explore new fashion items every week in a format similar to Instagram Stories and select which items they want to see modelled by an in-app avatar called Daisy.

They can also share their look with friends and get immediate feedback before purchasing or saving their favourite items on a wishlist on Yoox, which is part of the Yoox-Net-A-Porter Group.

But underneath Yoox Mirror’s playful facade lies a complex technology. The app uses sophisticated algorithms to detect visual elements in a product image, such as colour, pattern, and shape, while deep learning networks extract product attributes to determine which items will work best together.

“The introduction of Yoox Mirror represents an important move for us, offering our customers something personalised and memorable which is also a brand-new way to explore the very best of Yoox,” Paolo Mascio, president of Yoox, said.

“We are so excited by the potential of this initiative that we will not limit our avatar Daisy to the styling suite – taking over our IG [Instagram] she is going to become the personification of Yoox, allowing us an even more direct contact with our followers and customers.”

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