With Amazon dominating the retail market space, Perry Ellis has decided to take full advantage of this and get ahead in the menswear market. The classic American brand has partnered with Amazon's Alexa.

Perry Ellis has created a feature for the voice-activated system that offers style advice to menswear customers. The company's goals are to help men dress better, and of course purchase more Perry Ellis merchandise.

“We try to look at what our consumer’s needs are and try to help solve them,” said Melissa Worth, president of Perry Ellis, to *Bloomberg*.

A survey from the clothing brand said that 80 percent of men don't know what to wear based on occasion. The program they developed with Alexa sends customers emails of clothing with links on where to buy it. To use the program, customers simply have to say, "Alexa, ask Perry Ellis what I should wear to..."

Alexa will also account for weather, location, and venue.

“We are always looking for ways to meet the fashion and performance needs of our customers and evolve the way we engage them with our brand,” said Oscar Feldenkreis, CEO and president of Perry Ellis International, in a statement. “We are confident our Alexa personal stylist will appeal to our tech-savvy consumer by using voice activation to address a real need men have when it comes to dressing.”

 

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