Forever 21 partners with Donde Search for new visual search feature. Credit: Raysonho @ Open Grid Scheduler / Grid Engine.

US-based fashion retailer Forever 21 has launched AI-powered visual search and navigation feature, Discover Your Style.

The company’s aim is to offer its customers a new search function that will allow them to easily explore and shop for various fashion items such as dresses, pants, shorts, jeans and tops online.

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Developed by Donde Search, the visual search feature appears as a stand-alone module on the web and mobile web homepages of Forever 21.

Shoppers can now search items by simply clicking on icons, which represent the features of an outfit such as the length and fit of a skirt or the neckline and colour of a shirt.

Donde Search’s technology uses AI, computer vision and natural language processing to offer more relevant search results for customers.

Forever 21 president Alex Ok said: “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.

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“Early data shows that this is one of the most important innovations in the e-commerce space in recent years.”

“Early data shows that this is one of the most important innovations in the e-commerce space in recent years.

“We’re excited to partner with Donde Search and look forward to building on our early success to develop the world’s most intuitive omnichannel shopping experience.”

The Discover Your Style feature was tested in the Forever 21 iOS app in May and was first made available for the dresses and tops categories.

The feature was moved to large-scale web integration after the company witnessed an increase in sales conversions and a 20% increase in average purchase value for the categories.

The feature will also be used for merchandising, recommendations and lifecycle marketing efforts.