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YOOX unveils its AI-powered own label 8

Lauretta Roberts
06 November 2018

Online off-price giant YOOX has today unveiled its first own label, which has been powered by AI and designed by an in-house team. It is believed to be the first brand of its kind to power its design process through such advanced technology methods.

8 (or OTTO) by YOOX (the name is Italian for the number eight while the logo plays on the OO in the YOOX name) comprises a range of essential, contemporary clothing and accessories for men and women that can be mixed and matched for any occasion.

Before beginning the design process, YOOX employed powerful AI tools to analyse content from across social media and online magazines in key markets with a particular focus on fashion influencers. This insight was combined with predictive indicators into emerging lifestyle and style trends, analysis of own data from products sold on its site, customer feedback, industry purchasing trends as well as text search and image recognition.

As a result a "dynamic moodboard" was created for the design team to tap into the pulse of the customer providing inspiration on everything from shape trends to colours, sleeve lengths, neckline shapes, fabrics, textures, heel heights and price points.

Federico Marchetti, Founder and CEO of YOOX NET-A-PORTER GROUP, said: “We are always exploring the frontier between Human and Machine; it’s been part of our DNA since I invented YOOX in 1999. Today we are combining the latest artificial intelligence with the human spirit and creative talent of our design team. Everything we do – whether creatively or using the latest technology – is to surprise and satisfy our customers.”

Prices for the women's AW18 collection range from £38 for simple white t-shirts to £577 for a shearling coat. The range takes in jersey basics, tailoring, knitwear, separates, outwear, accessories and footwear. Formal footwear is priced at around £115 with some sneakers at around £86 and knee boots price up to £192.

Menswear starts at £28 for a t-shirt and moves up to moves up to £625 for a shearling jackets. This collection is also extensive taking in jersey separates, tailoring, denim, formal and casual footwear and accessories.

Marchetti revealed that Yoox was working on its own brand at the Wired Smarter conference in London last month. A spring collection will be launched in January.

Elsewhere in the YOOX NET-A-PORTER Group, menswear etailer Mr Porter has its own line, Mr P., created based on customer data and feedback and off-price site The Outnet has in-house label Iris & Ink.

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