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Mada Fashion Styling App combines style with data science

 


Style meets science in one of the latest mobile shopping apps to hit the market. Launched on January 31, the Mada fashion styling app quickly became known as Tinder for clothing, using an algorithm that learns buyers’ preferences by collecting user data every time a gamified experience is experienced.

What is Mada?

Mada, a new fashion styling app, uses a combination of artificial intelligence (AI), machine learning (ML) and user analytics to develop a deep understanding of each user’s unique fashion style and types of products that each user wants.

Mada

When creating an account, new Mada users are asked to complete a 10-question style assessment that analyzes users’ personal style preferences, body types, and accepted fashion risk levels. Mada founder and CEO Madison Semarjian said Internal of the business community survey questions help the Mada team learn more about the demography and psychography of each Mada user. After completing the quiz, a user is directed to the Mada store for women or men, and the scanning begins.

Mada users see photos of outfits from a collection of 4 million products from over 2,600 brands like Nordstrom, Macys, Bloomingdale’s and Draper James. Similar to Tinder, users can swipe right to like or save a look or left to reject it. As Mada users make their way to the perfect look, the app learns more about their style preferences related to brands and price, allowing the app to provide more personalized results with each new look. . The Mada app continues to actively learn about each user, collecting proprietary data and suggesting more personalized results with each connection. Mada users can filter the results by occasion, season and price. Once a user selects a look or product they want to buy, they have the option of adding the item to their Mada basket or following a link to a brand’s website.

How? ‘Or’ What Is Mada changing the mobile shopping experience?

While Mada isn’t the first style and mobile shopping app, it is among the first to use a gamified experience to engage users, collect first-hand data, and link user information to artificial intelligence. Fashion brands like Stitch Fix and Just Fab also use quizzes to discover style preferences, but these two brands also associate each user with a stylist. Mada is unique because the application promotes “the awakening of your interior stylist”, because in the words of the Mada website, “You are your best stylist, whether you know it or not.”

Unlike other fashion brands that promote the appeal of a personal stylist to make decisions for the client, Mada embraces the values ​​of individuality and empowerment. The Mada user experience is designed to help users maintain a sense of control when evaluating products. In an interview with Glossy, Semarjian said, “We learned that people don’t always answer this quiz correctly. We learn more based on their behavior [in the app]: how they slide, how they exchange products, even how much time they spend on an outfit. ”

How does Mada appeal to the spending habits and values ​​of Generation Z consumers?

Shutterstock_729908209 Woman buying a new dress online. All content is composed.

According to the Mada website, the character of the Mada brand is based on three values: empowerment, confidence and chic chic. Mada’s core values ​​align with many generations of Zers, as this generation has barely known a life without social media, online shopping, or smartphones. Access to evolving technologies has enabled Generation Z to adopt purchasing habits and behaviors in new ways compared to previous generations. According to Business Insider’s “State of Gen Z”, the consumption habits of American consumers aged 13 to 21 are most strongly influenced by affordability and value. 60% Gen Zers surveyed the price selected as a determining factor in their purchases. In addition to being price-conscious, Generation Z also wants the products they buy to show their diversity and individuality, which makes Mada a perfect fit, as the app helps users discover fashion finds that match their budgets and styles.

Mada got its start just before many societal and economic changes due to the coronavirus. Since many retail stores are closed or operate solely by pickup, Generation Z will be more encouraged to shop online. According to Semarjian“[Mada is] recognizing that we were able to overcome the last roadblocks and help boost sales of our [brick-and-mortar] retail partners who had to temporarily close their doors [due to coronavirus shutdowns]. “

Why is Mada important to digital marketers?

The launch of Mada is another example of the fashion pendulum that is evolving towards personalized digital marketing strategies as brands strive to engage, acquire and retain today’s consumers. As the long-term effects of COVID-19 remain unclear, many fashion brands may seek to shift away from traditional retailers and turn to improving their e-commerce platforms and the customer experience. To build optimal omnichannel user experiences, brands will need to develop a solid understanding of their target audience. The first-hand data and machine learning deployed by Mada can inspire more fashion brands to change their marketing approaches and implement technologies that will help them further personalize unique offerings for each customer. Digital marketers looking to attract and retain Generation Z consumers will need to focus on prioritization through the generation of proactive and personalized shopping experiences, from navigation to purchase and beyond.

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About the Author

Melissa Ledesma

An innovative problem solver by nature, Melissa Ledesma is both experienced and passionate about the digital marketing industry. She has held a number of senior positions in the real estate, mortgage, entertainment and digital advertising industries, including Director of Public Relations and Business Development at NJ Lenders Corp. and director of communications and government affairs at the Eastern Bergen County Board of Realtors. As Director of Content and Communications at Digital Media Solutions (DMS), Melissa demonstrates a strategic, creative and tactical approach when managing thought leadership programs and marketing and communications efforts for DMS and its family of brands. She manages all conferences, sponsorships and the execution of events and plays a central role in the creation of written, digital and video content for all campaigns. Melissa has always positioned the DMS team as performance marketing experts in several sectors.

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