Anne Klein, part of WHP Global, is an iconic American fashion brand founded by a legendary designer who transformed womenswear. The brand combines contemporary elegance and modern style with versatile, easy-to-wear pieces that celebrate all aspects of a woman’s life.Spanning apparel, footwear, watches, and accessories, Anne Klein sits at the intersection of timeless design and evolving style - serving a customer whose needs shift fluidly across work, social, and personal contexts.
Fashion brands like Anne Klein operate within an inherent tension: how to evolve their expression - introducing more directional, contemporary interpretations - while continuing to serve the timeless aesthetic of their core customer values.
Within a single catalog, the brand spans multiple style expressions:
The challenge is that these expressions are rarely made explicit.So shoppers are left to interpret the brand themselves - scanning for subtle aesthetic cues to understand: “Is this my version of the brand?”Even with a focused assortment, that ambiguity creates friction. Because discovery isn’t just about finding a product - it’s about quickly recognizing the facet of the brand that resonates with you.The core challenge was: How do you dynamically surface the right aesthetic expression of the brand for each shopper - so they can immediately recognize themselves in it, without diluting the brand or over-segmenting the experience?
Discovery in fashion requires understanding not just what a product is, but what it means to the shopper. PSYKHE AI engineered specialist product embeddings that encode signals such as silhouette, structure, femininity, occasion, and style energy - the latent attributes that actually drive preference.These embeddings feed into a real-time, per-user ranking system that adapts continuously within the session.As shoppers browse, hover, ignore certain items, and click, the system recalibrates instantly - learning from micro-interactions to refine what “good” looks like for that individual.Rather than locking into a single interpretation of intent, the system allows for fluid exploration:
This creates a merchandising experience that feels both intuitive and dynamic - aligning with how fashion decisions are actually made.
A more responsive, personalized discovery experience that:
Expansion across additional site surfaces, including:
