The styling app "SENSY," powered by artificial intelligence, is now available exclusively for Isetan Men's for a limited time until mid-January next year. Since September of this year, Isetan Shinjuku Men's has been using the app as a customer service tool in-store via digital signage and tablets. Users can now download the app and use it outside the store. The app is free to use. Based on the theme of "a stylist in the palm of your hand," SENSY utilizes artificial intelligence to suggest outfits tailored to the user's preferences. While traditional recommendation engines primarily recommend individual items, SENSY displays combinations of items that reflect a user's personal taste. In this collaborative app with Isetan Men's, four Isetan Men's buyers develop their own AIs as they recommend items. By linking with their favorite buyers, users can receive third-party styling suggestions anywhere, and have those outfits ready on the sales floor when they visit. The app is also available online. "Since its launch in September, SENSY has aimed to expand e-commerce sales through a shopping experience that is timeless and place-independent. This latest update is an evolution of that approach. A major benefit is that it enables vertical customer traffic across floors, which was previously a weakness for us," says Okada, manager of the men's sales department at Isetan Mitsukoshi. Four buyers from the International Designers department on the second floor, Contemporary Casual on the sixth floor, and Authentic Casual on the seventh floor created the AI for this app. Coordination of outfits consisting of four to five items of clothing and shoes is created from approximately 1,000 items linked to the Isetan online store. "While this is still in the experimental stage as part of an omni-channel strategy that seamlessly connects stores and e-commerce, in the future we hope to incorporate the AI of various influencers, including stylists, sales staff, and celebrities, to further expand the enjoyment of Isetan Men's, which boasts a vast product lineup of over 2,000 brands," says the manager. This retail strategy, which differs from existing social media marketing, is intriguing. Text: Tatsuya Noda