Perry Ellis introduces “Ask Perry Ellis” for men

04 Oct '17
4 min read

Perry Ellis has introduced the “Ask Perry Ellis” Amazon Alexa skill, created for guys who need help figuring out what to wear for the many events on their calendar. The first-of-its-kind, voice-activated Skill generates a modern, frictionless shopping experience for every man. Virtual assistants are becoming more widely used by Americans than ever before.

Whether his calendar calls for a first date, sporting event, or holiday party, guys can now simply use their voice to get valuable fashion assistance and avoid making a fashion faux pas by saying “Alexa, Ask Perry Ellis what I should wear to ...” any of the almost 150 programmed occasions. Alexa replies by offering an appropriate look, taking into account the venue, weather and dress code, and sends the selection to the user’s Alexa app and email where they can click through to to add items to their cart to purchase.

Guys are constantly faced with the challenge of finding the perfect outfit. In fact, 81 per cent of men report having trouble getting dressed for an event or an occasion and are eager to get help – with nearly three-quarters (72 per cent) of men wishing there was a way to make getting dressed every day or for a special occasion easier, according to a Perry Ellis survey on men’s dressing habits.

Virtual assistants are becoming more widely used by Americans than ever before, according to eMarketer’s first forecast on users of digital assistants which was released in May 2017. The study reports that 35.6 million Americans use a voice-activated assistant device at least once a month. That’s a jump of 128.9 per cent over last year. Moreover, 70.6 per cent of voice-activated assistant users own an Amazon Echo, and it’s predicted that Amazon will remain the dominant player in the category for the foreseeable future. That’s why Perry Ellis selected the platform to house the “Ask Perry Ellis” Skill, which is available on both the Alexa devices and through the Amazon app.

The launch of the skill should be music to any guy’s ear, as they report that the struggle to get dressed is real with nearly three-quarters (73 per cent) of men admitting to having arrived at an event, occasion or location feeling inappropriately dressed.

The Perry Ellis “Men’s Dressing Habits” survey also revealed that 84 per cent of men care about being dressed appropriately for an occasion. They don’t want to stand out, and hate the feeling of being underdressed (the most common reason they feel they’re dressed inappropriately).

One-third of men actually admit to having skipped an event because they didn’t have the right clothes to wear. But when dressed appropriately, 72 per cent of men report feeling confident, 42 per cent feel attractive, 39 per cent feel respected and about one-quarter of men feel powerful. Job interviews, weddings and dates are the occasions men struggle most to dress for.

“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,” says Oscar Feldenkreis, CEO and president 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.”

“We pride ourselves on offering men clothes that are versatile and help them feel stylish and comfortable,” adds creative director Michael Maccari. “When it comes to innovation, we combine performance attributes with our sportswear to create a line that embodies go-anywhere dressing. We want our customer to look and feel comfortable, but also always be appropriate for whatever event comes his way, the driving force behind the development of the ‘Ask Perry Ellis’ personal stylist skill.” (SV)

Fibre2Fashion News Desk – India

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