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Perry Ellis Taps Amazon’s Alexa to Help Men Get Dressed

Amazon and Perry Ellis are offering the first-ever voice-activated assistant technology to help men figure out how to dress for any occasion.

A recent eMarketer survey said 35.6 million American consumers use a voice-activated assistant device at least once a month and 70.6% of these Americans own an Amazon Echo device. In response to this technology growth, Perry Ellis tapped the platform to house its first-ever “Ask Perry Ellis” Skill, a voice-activated feature that facilitates a seamless shopping experience for men and virtually styles them with personalized wardrobe recommendations.

The “Ask Perry Ellis” Skill, which is available on Alexa devices and the Amazon app, aims to help men tackle the universal dilemma of getting dressed. According to Perry Ellis’ “Men’s Dressing Habits” survey, 72 percent of men desired an easier method for finding special occasion outfits and 84 percent revealed that they really do care about being dressed appropriately. What’s more, the survey said job interviews, dates, funerals and weddings are the occasions that give men the most style stress.

Now, when undergoing dressing distress, men can consult Alexa and say, “Alexa, Ask Perry Ellis what I should wear to…” for more than 100 programmed occasions. Alexa replies by offering them an appropriate look that considers the weather, venue and dress code for the event. Alexa then sends the selection to the user’s Alexa app and email where they can visit, add the products to their cart and purchase them for delivery.

[Read more about how voice-activated tech is accelerating apparel: Amazon’s IoT Make Apparel Shopping (And Selfies) Easier]

Perry Ellis’ virtual assistant initiative is part of its ongoing strategy to keep up with consumer demand and stay agile in a competitive retail environment. Bridging the gap between fashion and technology, the “Ask Perry Ellis” Skill harnesses digital innovation and enables the brand to address each consumers’ individual fashion needs.

“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,” said 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.”