One-year-old 8 By Yoox success sees extra data investment, becomes more eco

By

Sandra Halliday

Published
Nov 21, 2019

A year on from its launch, Yoox has declared its 8 by Yoox own label a success and is expanding the technology it uses to arrive at the brand’s designs.

The YNAP-owned mainly-off-price retailer said 8 by YOOX is the first-ever label to be designed based on AI-interpreted image-led data, both external and internal. It has become one of the e-tailer’s best-selling brands, taking its place in the Yoox Top 20 list. Demand has been led by the the US, Russia and its domestic market, Italy.

It launched on November 6 last year, using the data to create "dynamic mood boards to support the creative process of the internal product team”.

This week it said: “This strong performance, coupled with exceptional customer feedback, confirms that continued investment in data analytics is a winning strategy”. 

8 by Yoox is also generating a lower rate of returns, “demonstrating that when design is informed by data, it is better at giving customers what they want in terms of quality, fit and style”. 

The company will be unveiling the new SS20 collection early next month and will be integrating additional data into its algorithm, including sales and customer-experience insights from the previous 8 by Yoox collections. Additionally, it has invested in “highly-sophisticated customer segmentation research, further defining customers’ style identities, making the SS20 collection ever more tailored towards the customer,” we’re told.

Yoox said the new collection for women and men will comprise “easy-to-wear essentials designed to adapt to the individual wearer’s body contours, due to fluid, unstructured silhouettes. The colour palette embraces darker neutral tones, which lighten throughout the season, mixed with bold chromatic highlights”.

The offer will also include “twice as many sustainable pieces,” a move made possible through “greater collaboration with suppliers, audited throughout the whole production chain, and responds to customers’ requests for more responsible and sustainable fashion”.