Amazon Fashion

Turning Alexa into your virtual stylist

About the project
About the project

For Amazon’s first physical fashion festival, Destination Denim Berlin, the worlds of online retail and innovation collided in spectacular form. To showcase Amazon’s incredible technology credentials we created ‘Discover your Perfect Pair’–an interactive fitting room harnessing the power of Amazon Alexa–transforming her into a virtual stylist and personal shopping assistant.

Visit The Drum Labs
Talking data
The need
The need

‘Alexa, discover my perfect pair’

Over the course of a 2-minute styling experience, Alexa helped attendees explore and filter Amazon’s extensive denim collection. A series of questions got users to the heart of their unique denim preferences–from cut to colour, wash and waist-rise.

Talking data

Thousands of products navigated through conversation

Amazon Fashion Alexa digital stylist in useAmazon Fashion Alexa stylist start experienceAmazon Fashion Alexa start experienceFinding perfect product with Amazon Alexa digital stylistAlexa stylist experience
Commerce connected
Commerce connected

Making it shoppable

Once the final results were revealed, Amazon SmileCodes allowed attendees to scan their perfect pairs via the Amazon app to buy online.

Path to purchase from Alexa digital stylist to Amazon Fashion