5 Examples of Luxury Fashion Retailers Using Chatbots


With the rise of messaging apps, retail brands are now using these platforms to bridge the gap between online and offline experiences. By leveraging the ability to build a chatbot on these mobile apps, brands are engaging with their customers in a more conversational setting. In doing so, they are not only able to deliver more accurate suggestions, but also offer them further incentives, like exclusive access and previews that feel highly personalized. With these chatbots in retail, everyone feels like a VIP.


Burberry launched their chatbot during 2016’s London Fashion Week, giving behind-the-scenes insight into the inspiration for their collection. The retail chatbot also offered a puzzle - you would navigate through pictures and gif, and once the journey was complete, you could purchase from the latest collection.  

But they were just getting started: Burberry began sending push notifications through its Facebook Messenger chatbot, inviting fans to watch the latest holiday film, browse for gifts and pre-order their collection. They also have invited fans to watch their runway show live through their bot.

Burberry’s sophisticated and impressive use of this technology can now connect you to a customer service representative, a consultant, and a store locator. By integrating their messenger chatbot into their retail channel marketing strategy, they’ve encouraged greater brand loyalty, engagement, ad in-store conversions.

Tommy Hilfiger

Tommy and his team were the first to get into using chatbots in retail upon his partnership with supermodel Gigi Hadid in 2016. Their goal continues to be to drive traffic to their website and increase sales for the TOMMYxGIGI collection.

Upon greeting the user, the Facebook chatbot instantly introduces you to the collection and gives you three options for the conversation: style advice, browsing, or a behind-the-scenes look at the latest fashion show.

Their bot knows the Tommy Hilfiger audience, offering up style advice using millennial “it girls” like Gigi and Bella Hadid to guide their fans to the runway looks they are longing to replicate. Using a retail mobile messaging strategy like chatbots, the brand leveraged the ability to target their audience more effectively with personalized and relatable content.

Estée Lauder

For the holiday season, Estée Lauder partnered with No.6 Mortimer, a London-based pop-up shop. Together, the two brands were able to bring the best of online and in-store shopping into one.

Anyone in London was able to message the retail chatbot to browse and buy various products. Once purchased, users could decide whether they wanted to pick up the product at the store, or use their express delivery option – all through a messaging app. This was a great way to make holiday shopping easier for the busy Londoner, offering them the ability to make purchases, browse, and ask questions just with the tap of a finger.


If you’ve been into an H&M, you know they have a huge inventory of different products and styles. In order to help their customers sift through all of it, they introduced a chatbot into their retail channel marketing strategy.

The Kik chatbot allows users to text the type of garment they want, and it will provide both examples of this product, and recommended items. For example, if they’re looking for a cocktail dress, they simply tell the retail chabot and it will come back with an entire matching outfit. Then, it  help them purchase it. This example of how H&M is using chatbots in retail demonstrates how the technology can be both a service for customers, and also encourage the upsell.


Levi’s partnered with a retail chatbot platform to create Levi’s Virtual Stylist. This bot’s goal is to help shoppers find the perfect pair of jeans, without having to waste time browsing the website or trying on a bunch of unfit pairs in the store. The retail chatbot is available on both Facebook Messenger and on their website.

The Levi’s bot asks users what they desire in their jeans’ fit, rise, stretch and wash, and even asks what size they are in other brands. The brand is using their chatbot for retail functions that go beyond simple browse and purchase. Instead, their leveraging this tech to act as a virtual stylist that brings the perfect pair right to their customers’ phones.

From mobile access to fashion shows, to style tips, to purchasing the perfect present, brands are using their chatbots as part of a comprehensive retail mobile messaging strategy. This approach enhances the shopping experience and allow their fans to experience the brand in more intimate, personalized ways.  

Learn the secrets to building a chatbot that drives engagement, conversions & solves customer support inquiries. Check out these case studies from global brands.