Founded in 2011 by the Parisian designer Alexandre Mattiussi, AMI offers a stylish and comprehensive wardrobe that blurs the boundaries between both casual and chic. AMI has six boutiques across Paris, Tokyo, London, and Hong Kong as well as over 300 points of sale worldwide.
As part of its international expansion, AMI launched its online shop amiparis.com in 2013. Aïchetou Koné is the E-commerce manager at AMI Paris, who shapes AMI’s digital strategy and oversees e-commerce development of the brand.
Being a fast-growing brand and focusing intensely on international expansion, it was a priority for AMI to address a high return rate from their online sales. The majority of returns were done by customers being new to the brand, its collections and sizes.
A targeted approach helped educate shoppers, who were at risk of buying the wrong size and were otherwise likely to return orders.
“At AMI we’ve always been keen on using innovative technologies to continuously improve the user experience and online performance. Easysize uses data to understand shoppers’ return behaviours. We think it’s the right approach to address and decrease high return rates in fashion e-commerce.”
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