Real-Time Merchandising for an Iconic American Brand

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. 

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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