“I love retailers that show me how to mix and match outfits, but it gets so frustrating when I can’t easily find complementary items to complete the look. Like, I’ll be looking at a cute top, but then I have to dig through endless pages just to find the matching shorts the model is wearing, only to find they’re out of stock. It’s so annoying! How can this shopping experience be improved?“
This is a common frustration among shoppers and retailers are taking note. With 80% of shoppers more likely to buy from a company offering more personalized & customized experiences, it’s no surprise that improved customization options remain a top priority for retailers.
Retailers are creating a more customized shopping experience through “Complete the Look (CTL)” technology, as well as “Get the Look” and “Shop the Look” which are similar. CTL recommendations can increase cart size, conversion, and loyalty by leveraging recent innovations in AI to suggest complementary products across the customer journey.
In this blog, we’ll examine the origins and growth of “Complete the Look” strategies, their proven success among top retailers, and how to use “Complete the Look” technology in your retail or e-commerce business.
“Complete the Look” Origins
Imagine a world where online shopping was like trying to find a needle in a haystack. Customers were left to their own devices, struggling to piece together outfits from countless individual items. That’s the exact dilemma “Complete the Look” technology aims to solve.
The idea has roots in traditional retail, where mannequins and furniture galleries have long showcased complete outfits and coordinated room settings to inspire shoppers. These displays enhanced the shopping experience and encouraged additional purchases by 20-40%. As e-commerce grew, retailers sought to replicate this experience online. This led to the development of “Complete the Look” technology, driven by the need to inspire and personalize online shopping based on customer preferences across multiple channels, which mannequins cannot do.
The projected growth of the market for AI-driven product suggestion technologies, including tools like “Complete the Look,” is expected to reach $12 billion by 2025, significantly outpacing the mannequin market, which is projected to reach $7.41 billion by 2032. While considering the growth in e-commerce sales where you have unlimited options to showcase versus the limited space in a store window, it’s no surprise that retailers increasingly prioritize AI-driven tools over traditional visual merchandising techniques.
Why Does “Complete the Look” Work?
Using advanced AI, this technology offers curated suggestions that help customers visualize entire outfits, room settings, or complementary pairings. The result is a more engaging shopping experience, bigger cart sizes, increased conversions, and stronger brand loyalty. Retailers have made their online shopping experience as compelling and seamless as in-store browsing without the hassle of leaving their homes.
When consumers visit a product page, they’re already interested in the item, making it the perfect moment to suggest related garments. “Complete the Look” technology seizes this opportunity, allowing customers to discover more items they love. Amazon even cited that it generates about 35% of its e-commerce revenue from product recommendations alone.
FindMine partnered retailers like John Varvatos, Perry Ellis, and Today’s Shopping Choice, use “Complete the Look” in some variations like this:
Matching Items with Editorial Photos
Enhance the shopping experience by allowing consumers to easily purchase entire outfits worn by models in your editorial photos. Shoppers can “shop the look” curated in an editorial photo by suggesting similar products to those paired with a core item. This approach not only capitalizes on the power of visual inspiration but also drives conversions by offering a seamless, integrated shopping journey where additional products are easily accessible.
Case Study Impact: John Varvatos used FindMine’s product recommendation tools to show complete outfits that reflect the brand’s unique aesthetic, increasing sales and meaningful time spent on their site.
Outfit Inspiration Suggestions
Use product pages to demonstrate versatile styling options for key pieces. Each item is showcased in various outfits, illustrating how it can be dressed up or down for different occasions. Coupled with styling tips and visuals, this feature empowers shoppers with creative ideas and inspires them to explore various combinations, ultimately boosting engagement and satisfaction.
Case Study Impact: By utilizing FindMine’s automated “Complete the Look” technology for outfit inspiration, Cubavera saw significant increases in revenue, conversion, & average order value (AOV).
Occasion Styling
From weddings to weekends, retailers simplify outfit choices by suggesting looks tailored to specific events. Whether it’s finding a show-stopping dress for a gala or comfy-chic attire for a brunch date, these curated collections cater to every occasion and complement outfits with the perfect sandal, clutch, and bracelet to match. By easing the shopping experience and assisting consumers in completing their look, retailers help reduce shopping stress.
Case Study Impact: Perry Ellis needed a solution to help outfit all their suit looks alongside the rest of their merchandise. Partnering with FindMine led to powerful revenue increases for the brand, significantly increasing sales during its peak wedding season.
Seasonal Styling
Showcase outfits tailored to seasonal trends. From cozy sweaters and boots for winter to breezy dresses and sunglasses for summer, Seasonal styling ensures customers are fashion-forward all year round. It’s about offering timely suggestions that align with seasonal changes, keeping inventory relevant and appealing through “quick hit” landing pages and shoppable outfit galleries.
Case Study Impact: DXL implemented FindMine’s “Complete the Look” technology across all its product pages and powered four seasonal landing pages to scale its marketing campaigns to promote product discovery and increase overall customer engagement with the brand.
Trending Moments
Capitalize on current trends to enhance your CTL strategy. For instance, “Tomato Girl Summer” became a viral trend, celebrating summer vibes with airy fabrics and home-grown tomatoes. Similarly, consumers increasingly prioritize sustainability in their purchasing decisions, and recommendations can cater to more sustainable shopping habits and materials. Integrating such trends into your CTL features lets you stay relevant and effectively engage customers.
Case Study Impact: To inspire their shoppers towards what’s new and exciting, Today’s Shopping Choice (TSC) partnered with FindMine to fully customize the look and feel of their site to stay current on the latest consumer trends, leading to significant gains in AOV and revenue.
Elevating Your Retail Strategy with “Complete the Look”
“Complete the Look” technology transforms retail by offering a seamless and engaging shopping experience. By augmenting existing brand guidelines and internal styling teams’ expertise to provide personalized recommendations, retailers can significantly enhance customer satisfaction, increase cart sizes, and boost conversion rates.
From editorial content and seasonal trends to special occasions and trending moments, CTL technology ensures customers can easily find and purchase complementary items, replicating the inspirational displays they love. As the recommendation engine market grows, embracing CTL technology will be crucial for retailers looking to stay ahead and deliver exceptional shopping experiences.
FindMine inspires shoppers throughout their journey with on-brand, dynamic, and inventory-aware outfitting & styling. The world’s leading brands like Lululemon, Gap, and Anine Bing trust FindMine’s AI to amplify what their teams can do alone, increasing revenue and improving margins while creating lasting loyalty.
