Apparel Group launches Ivy, Gulf region’s first AI-powered fashion platform

Apparel Group has introduced Ivy, a groundbreaking AI-driven fashion and lifestyle app, revolutionizing digital shopping experiences in the Gulf region. The app seamlessly combines AI, data, loyalty programs, and digital commerce under one platform, prioritizing customers throughout their shopping journey. Ivy is now available in the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman, offering over 15 million customers access to more than 200,000 designs and products.

The core concept revolves around personalization; instead of customers searching for specific items, Ivy offers tailored suggestions based on individual preferences, purchase history, and previous searches. This is complemented by a smart assistant capable of understanding both text and voice commands, enabling customers to request outfits for various occasions or styling advice for existing pieces.

A virtual try-on feature takes the experience further by allowing users to see how selected items would look on them via photo uploads.

Club Ivy, Apparel Group's loyalty program, is integrated directly into Ivy, encompassing over 2,600 stores and more than 85 global brands across 14 countries. This means every purchase—whether online, in-store, or at food and beverage outlets—contributes to rewards. Existing Club Ivy members can continue using their accounts without interruption, with every transaction counted towards benefits.

Speaking about the launch, Neeraj Teckchandani, CEO of Apparel Group, highlighted Ivy as a significant milestone, emphasizing the company's extensive network and deep understanding of regional consumers. "Ivy brings together all these strengths with AI, data, and technology to deliver a new generation of retail—smarter, more connected, and tailored to each customer’s needs."

At the heart of Ivy is its smart assistant, designed to enhance the shopping experience by providing personalized recommendations without customers needing to know exactly what they want beforehand. This innovative approach, combined with fast order fulfillment and delivery, particularly within 60 minutes in the UAE and 90 minutes in other Gulf countries, sets Ivy apart in the digital fashion landscape.

To mark the app's launch, Ivy released the original song "Ala Jawwak," blending Arabic, Hindi, and English—a reflection of the region's diversity. The song, featuring Saudi singer Zena Emad and Indian rapper Vivek Arora, is distributed by Warner Music MENA and includes an official music video and digital campaign. "Ivy is me. Ivy is you. Ivy is us," the song conveys, emphasizing Ivy's inclusivity and universal appeal.

Available on both iOS and Android, Ivy aims to transform the shopping experience across six Gulf markets, promising a more personalized, efficient, and enjoyable journey for users. As a global conglomerate founded in 1996 and headquartered in Dubai, Apparel Group is a powerhouse in the fashion industry, with a presence in over 14 countries and employing more than 28,000 people.