GUESS?, Inc. Collaborates with Alibaba to Bring Artificial Intelligence to Fashion

GUESS?, Inc. ("GUESS") (NYSE: GES) has reached another major milestone in its partnership with Alibaba Group ("Alibaba") (NYSE: BABA) to bring artificial intelligence to the fashion world to provide customers with a more enriching shopping experience that combines online and offline shopping behaviors. Rounding out a comprehensive partnership that began in 2013 with the launch of GUESS in Tmall, this year, GUESS also became a global strategic partner of Alibaba's FashionAI project, an initiative to give shoppers a glimpse of what the future of fashion retail will look like powered by artificial intelligence. With the launch of the interactive concept shop driven by Alibaba AI, GUESS and Alibaba saw the implementation of the O2O (online-to-offline) project come to life, marking the maturity of the unified customer experience concept. On July 4, 2018, Alibaba launched the pilot FashionAI concept shop on the Hong Kong Polytechnic University (PolyU) campus, pairing GUESS' extensive retail knowledge and latest collections with advanced Alibaba AI and other technologies on the sidelines of the 2018 Fashion and Textile Conference. Besides the FashionAI concept store's futuristic appeal, the project was aimed at providing a better retail experience for shoppers and to help brands better use analytics in ordering and maintaining inventory.