Case Study - Anne Klein
Real-Time Merchandising for an Iconic American Brand
Fashion isn’t a filtering problem - it’s a recognition problem. Customers are trying to find the version of the brand that feels like them. But within a single catalog, multiple aesthetic expressions coexist without being explicitly defined in words. PSYKHE AI allowed us to resolve that in real time - adapting product discovery to each shopper’s style DNA.
Gary Haas, VP Digital & Ecommerce - WHP Global
About the Company
Anne Klein, part of WHP Global, is an iconic American fashion brand founded by a legendary designer who transformed womenswear. The brand combines contemporary elegance and modern style with versatile, easy-to-wear pieces that celebrate all aspects of a woman’s life. Spanning apparel, footwear, watches, and accessories, Anne Klein sits at the intersection of timeless design and evolving style - serving a customer whose needs shift fluidly across work, social, and personal contexts.
The Challenge
Fashion brands like Anne Klein operate within an inherent tension: how to evolve their expression - introducing more directional, contemporary interpretations - while continuing to serve the timeless aesthetic of their core customer values.
Within a single catalog, the brand spans multiple style expressions:
- more classic, enduring pieces
- more modern, fashion-forward interpretations
- an array of timepieces both classic and modern
- and everything in between
The challenge is that these expressions are rarely made explicit. So shoppers are left to interpret the brand themselves - scanning for subtle aesthetic cues to understand: “Is this my version of the brand?” Even with a focused assortment, that ambiguity creates friction. Because discovery isn’t just about finding a product - it’s about quickly recognizing the facet of the brand that resonates with you. The core challenge was: How do you dynamically surface the right aesthetic expression of the brand for each shopper - so they can immediately recognize themselves in it, without diluting the brand or over-segmenting the experience?
Our Approach
Discovery in fashion requires understanding not just what a product is, but what it means to the shopper. PSYKHE AI engineered specialist product embeddings that encode signals such as silhouette, structure, femininity, occasion, and style energy - the latent attributes that actually drive preference. These embeddings feed into a real-time, per-user ranking system that adapts continuously within the session. As shoppers browse, hover, ignore certain items, and click, the system recalibrates instantly - learning from micro-interactions to refine what “good” looks like for that individual. Rather than locking into a single interpretation of intent, the system allows for fluid exploration:
- tightening relevance when signals are strong
- expanding discovery when the shopper is still exploring
This creates a merchandising experience that feels both intuitive and dynamic - aligning with how fashion decisions are actually made.
Results
A more responsive, personalized discovery experience that:
- surfaces products aligned with individual taste in real time
- increases engagement across the catalog
- drives meaningful uplift in revenue per visitor
What’s Next
Expansion across additional site surfaces, including:
- personalized Search
- PDP recommendations
- cross-category “For You” discovery experiences