Full outfits have always converted better than single garments in physical retail. A Turin company has found a way to deliver them online, and the merchants using it are seeing double-digit gains in conversion and basket size.
Fashion e-commerce has never solved a problem that physical retail solved decades ago: putting a finished outfit in front of every customer. Ustyle, an AI company based in Turin, says its engine now does exactly that, assembling millions of shoppable, personalized outfits out of a single product catalog.
The gap has been one of arithmetic. A shop assistant on the floor pulls together the pieces that complete a customer’s look, and full outfits are known to raise conversion and average order value alike. Producing that same experience online would mean photographing a complete, personalized outfit around every product for every visitor, which translates into an unworkable number of shoots and an impossible number of combinations. Faced with those numbers, most storefronts default to selling one item at a time, and the styling that drives in-store sales never appears on the web.
Ustyle attacks the arithmetic rather than the photography. Each garment passes through the engine once, after which the real garment assets are layered onto a consistent model to construct limitless, correctly-fitted looks from a catalog the brand already owns. What was a static product page becomes an interactive styling session, with shoppers browsing complete outfits tailored to them much as they would in a store.
Client data suggests the approach works. At an established Italian fashion retailer, one of the company’s earliest clients, online conversion climbed 52% and average order value climbed 35% year over year, while revenue per visitor rose 28%. Because purchases originating in the styling experience are tracked individually, the company was able to attribute roughly one third of that retailer’s total online revenue to Ustyle. Comparable figures have appeared across its other live clients.
Merchants across Italy now use the platform, which reaches shoppers in more than 25 countries. Ustyle has served over 1.27 million outfit views, holds a 5.0 rating on the Shopify App Store, and is compounding revenue at roughly 40% month over month.
“We help brands sell style instead of stuff,” said Amirreza Pourassadi, CEO and co-founder of Ustyle. “We are looking forward to working with fashion businesses that want to increase their income, and with investors active in this domain who want to collaborate.”
Ustyle counts Accelera Portugal, Flywheel Fund, CTE Next, and the Innovative Enterprises Incubator of the Politecnico di Torino among its supporters. The company recently finished second in the pitch competition at Expo Riva Schuh & Retail Hub.
About Ustyle
Ustyle is the AI outfit engine for fashion e-commerce. Drawing on a brand’s existing product catalog, it produces limitless, shoppable, personalized outfits that turn static product pages into interactive styling experiences and raise conversion and revenue. Founded in Turin, Italy. For more information, visit ustyle.it
