# How JD Sports Transformed Digital Merchandising with Stylitics

**Customer: JD Sports**  
**Industry: Retail Apparel (Athletic)**

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# 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.

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## 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

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## 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.

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## 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.

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# 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.

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