How JD Sports Transformed Digital Merchandising with Stylitics

Customer: JD Sports
Industry: Retail Apparel (Athletic)

Challenge

JD Sports needed a scalable, intelligent outfitting solution to improve product discovery
and increase cross-category purchases. Their in-house manual merchandising process
was labor-intensive, limited to matching sets, and lacked the flexibility to deliver
complete outfit recommendations at scale. This created friction in the customer journey
and led to underexposed apparel inventory and missed upsell opportunities.

Key Challenges

• Scaling Outfit Recommendations: JD Sports’
manual approach was time-consuming and
sustainable. It focused on static matching
sets that lacked dynamic curation and couldn’t
adapt to inventory changes or shopping trends,
limiting product discovery and outfit relevance
at scale.

• Improving Apparel Visibility: Most shopping
journeys started with footwear, leaving apparel
underexposed and limiting cross-category
conversion opportunities.

• Driving Higher Conversions & Basket
Sizes: Without a frictionless way to surface
complementary products, customers were less
likely to build complete looks—resulting in
smaller baskets and lower conversion rates.

Solution

JD Sports partnered with Stylitics to implement AI-powered outfitting, creating a
seamless and scalable way to merchandise complete looks. By prioritizing high-impact
experiences like Shop the Model and expanding outfitting across footwear PDPs, JD
Sports made it easier for customers to discover curated looks and purchase apparel
alongside shoes, reflecting how their customers naturally shop.

• Shop the Model: Activated AI-driven outfit
pairings for Nike, adidas, and other top brands,
allowing shoppers to purchase the featured
on-model look directly from the product page.

• Apparel-Focused PDP Strategy: Integrated
complementary apparel into every shoe
PDP to increase visibility and drive cross-category discovery.

• Matching Sets Prioritization: Featured
coordinated sets that matched how JD’s
audience already preferred to shop, making
discovery faster and more intuitive.

“Stylitics has enabled JD Sports to
elevate our digital shopping experience,
transforming PDPs into dynamic, outfit-
driven destinations. By seamlessly
integrating ‘Shop the Model’ imagery, we’ve
made it effortless for customers to discover
and shop complete looks, increasing
visibility for our apparel assortment while
driving higher AOV and UPT.”

— Kristin Matter, VP Digital Operations, JD Sports

Results

JD Sports saw strong commercial performance from Stylitics-powered outfitting across
key KPIs like conversion rate (CVR), average order value (AOV), and revenue per
session (RPS).

Revenue & Conversion Impact

• Shop the Model: The on-model outfitting
experience built into the Stylitics widget—
drives 50% of total revenue generated through
the widget, showing that customers are
highly engaged with styled looks and actively
purchasing directly from them.

• Clothing accounts for 88% of revenue
driven by the widget,
highlighting its impact
on apparel performance and ability to drive
cross-category sales.

Engagements & PDP performance

Shop the Model (STM) drives a 2.87x Bundle
Click Multiplier—meaning outfits shown with
on-model styling receive nearly 3x more clicks
than non-STM outfits within the same carousel.

Looking Ahead

JD Sports plans to extend Stylitics-powered outfitting across the full customer
journey—embedding styled recommendations into email, order history, and personalized
marketing. This next phase will create a unified experience that inspires customers at
every touchpoint and drives even deeper engagement, loyalty, and revenue.