Struggling teen apparel chain invests in virtual stylist

Days after announcing it is closing hundreds of stores, Rue21 is taking steps to better connect with shoppers online.



Focusing on conversational commerce, the teen apparel retailer launched a personalized, interactive shopping experience via the chat-based Messenger app. Powered by mode.ai, the virtual stylist uses Messenger’s new Chat Extensions feature that allows users to interact with the shopping tool in group and one-on-one message threads with friends, the retailer said.



Rue21’s style bot features image-based visual styling suggestions; color and price search filters; size personalization, and styling inspiration, among other features. Messenger’s new Chat Extensions were launched this week at the Facebook F8 developer conference, making Rue21 “one of the first retailers to use this new feature,” said Brett Trent, the chain’s chief marketing officer. “This virtual stylist will allow our customer to have an engaging, personalized experience with just a few clicks.”



The online enhancement comes on the heels of the chain’s decision to close nearly 400 stores nationwide. While the chain struggles with increased competition from online and fast-fashion players, it will continue to operate 700 stores and its e-commerce site.