Simkhai is preparing to launch a separate AI-powered e-commerce site, designed to bring more of its in-store styling experience online.The site, Simkhai.ai, is still in development and will sit alongside Simkhai.com rather than replace it. Through a digital button, shoppers will be able to move from the main e-commerce site to the AI storefront, and back again. Once on the dot-ai site, they will land in what Martin Vestre, chief DTC officer at Simkhai, described as a “discovery mode” experience, where customers can scroll through Simkhai products “as if you’re scrolling through a TikTok or IG feed.” A chat box will allow shoppers to ask for styling advice or help finding specific products. The dot-ai site will be promoted on Simkhai.com
Jonathan Simkhai, founder and creative director of Simkhai, said the AI storefront is another way to translate the brand’s high-touch, atelier-led approach into e-commerce. “We wanted to see how we could bring the warmth of the one-to-one stylist conversations in our stores to the digital experience for our customers,” Simkhai said.
The goal is to solve a familiar online shopping problem: Customers often know the occasion, mood or styling need they are shopping for before they know what to type into a search bar. For example, instead of searching for “white dress” on Simkhai’s main site, a shopper could ask something more specific, like, “I am getting married and hosting a bridal shower in March in Florida, please show me weather-appropriate dresses I could wear to look and feel like a chic, comfortable bride.”
