Perry Ellis launches new styling service with Amazon's Alexa

By

Obi Anyanwu

Published
Oct 2, 2017

Perry Ellis and Amazon on Thursday launched Ask Perry Ellis, a new partnership designed to help men pick an outfit for an event or special occasion.

 
Ask Perry Ellis utilizes Amazon’s Alexa voice service to answer style queries and outfit conundrums. Men can simply say, “Alexa, Ask Perry Ellis what I should wear to…” then any of the close to 150 programmed occasions to receive a reply from Alexa about the appropriate outfit for the occasion in question.
 
“We are always looking for ways to meet the fashion and performance needs of our customers and evolve the way we engage them with our brand,” said Oscar Feldenkreis, president and CEO of Perry Ellis International. “We are confident our Alexa personal stylist will appeal to our tech-savvy consumer by using voice activation to address a real need men have when it comes to dressing and enabling a seamless shopping experience.”

The voice service is the first-of-its-kind, but falls under the umbrella of tech-leveraged style services. Men’s lifestyle website Style Girlfriend, which devotes most of its content to style and grooming advice and tips, launched a text service that offers on-demand shopping picks and suggestions. While SG uses SMS to converse with men in need of fashion tips, Ask Perry Ellis adds a new element to style advice with the help of Amazon’s Alexa.
 
“We pride ourselves on offering men clothes that are versatile and help them feel stylish and comfortable,” added Michael Maccari, creative director of Perry Ellis. “When it comes to innovation, we combine performance attributes with our sportswear to create a line that embodies go-anywhere dressing.