Ralph Lauren's AI styling app feels luxe and exclusive — but it admits you still need to try clothes on

The American luxury brand Ralph Lauren has launched an innovative AI-driven fashion assistant within its US app, named Ask Ralph. This new feature aims to provide users with a personalized styling experience, resembling a casual conversation with a friend rather than a formal consultation with a stylist. Ralph Lauren has successfully captured the attention of millennials and Gen Z consumers with its iconic polo logo and reputation for understated luxury. Recent reports indicate that the brand experienced a remarkable 20% increase in sales in China year-over-year, further establishing its appeal in the luxury market. Upon testing the app, users are greeted with a sleek interface featuring a chat bar where they can ask fashion-related questions. For instance, users can inquire about outfit suggestions for office wear or gifts for special occasions. The app also includes a visual style guide, showcasing various outfits. However, some users may find it frustrating when they discover that certain items, like a light-blue polo, are sold out. When seeking outfit ideas for a weekend brunch, the app offers options based on gender, providing categories like Brunch Style and Casual Elegance. Each selection is accompanied by a model showcasing the outfit, which can entice users to consider purchasing the entire look. Yet, when checking prices, some may be deterred by high costs, such as an $898 blazer. Although the app provides detailed information about clothing items, including videos and close-up images, it lacks certain features that would enhance user experience. Users cannot upload photos of their current wardrobe for styling advice, and once a conversation ends, there is no option to return to it later for continuity. David Lauren, the brand's chief branding and innovation officer, acknowledged that the app may need improvements and anticipates some feedback from users. He emphasized the company's commitment to refining the tool, stating that initial interactions might not be perfect but will evolve based on user input. "We want to get in the game," he noted, signaling Ralph Lauren's intent to innovate in the fashion technology space.