Forever 21’s AI-Powered Visual Search Increases Conversions and Basket Size

Forever 21 is moving beyond text-based online search to offer shoppers AI-powered visual search and navigation.

Forever 21 shoppers will no longer be limited to searching for a new look online by typing fashion terms into a search bar. The visual search and navigation function developed by Donde Search enables shoppers to search for dresses, pants, shorts, jeans and tops. Results appear as a standalone “Discover Your Style” module on the Forever 21 web and mobile web homepages. In addition, Forever 21 will leverage the technology for merchandising, recommendations and lifecycle marketing efforts.

“Visual search technology bridges the gap between the convenience of online shopping and the rich discovery experience of traditional retail by enabling our customers to search for clothing in the same way they think about it — using visuals, not words,” said Alex Ok, president, Forever 21. “Early data shows that this is one of the most important innovations in the e-commerce space in recent years. We look forward to building on our early success to develop the world’s most intuitive omnichannel shopping experience.”

Forever 21 shoppers will now be able to search items by simply clicking icons that represent the features they want in an outfit, ranging from the length and fit of a skirt to the neckline and color of a shirt.

The search feature debuted as “Discover Your Style” in the Forever 21 iOS app in May and was initially available for the dresses and tops categories. In the first month after launching the feature, Forever 21 saw an increase in sales conversions and a 20% increase in average purchase value for the two test categories. This initial success led Forever 21 executives to fast-track the large-scale web integration of the technology, which uses AI, computer vision and natural language processing to provide shoppers with more relevant search results, so they can find the exact outfits they’re looking for.