Doubling Conversions on a Fashion 'For You' page

Brandazine is a two-sided fashion rental marketplace that connects creators and brands. Creators gain unlimited access to brands for their content creation while brands are able to discover and manage thousands of creators.

Brandazine faced the challenge of effectively organizing their extensive fashion catalog, which consisted of thousands of products, in a way that aligned with seasons, preferences, and popularity. Ensuring equitable exposure for all products while facilitating fair discovery proved to be a complex task.

Within the catalog, a handful of items were consistently favored, leading to repeated bookings and low availability, while a significant portion of similar high quality products in the ‘long tail’ remained underutilized. This created a self-perpetuating cycle where popular products perpetually dominated rankings and made it challenging to break free from this pattern.

When searching for a solution that could solve this challenge Brandazine considered several vendors and a DIY approach. Ultimately they chose Shaped due the team’s ranking expertise, customizability of the APIs, ease of integration and the low on-going maintenance required. 

Shaped created AI-models to personalize the 'For you' page for each user by analyzing their behavior, viewing patterns, and content preferences. This means that instead of all users seeing the same set of popular items, all users are recommended a unique set of products tailored to their interests. In addition, the 'For you' page now also adapts to users' actions within seconds.

Implementing Shaped resulted in a 2.2x increase in conversions on the ‘For You’ page. Furthermore the integration was straightforward, only taking a few days.