Why fashion brands are gaga for chatbots

If there’s one technology fashion brands are all in on, it’s chatbots. During New York Fashion Week, Tommy Hilfiger launched a Facebook Messenger chatbot for its Gigi Hadid collaboration. It was the first brand to sell a see-now-buy-now collection through Messenger. Burberry went a slightly more content heavy route — its chatbot, launched during London Fashion Week this week, provides behind-the-scenes looks at the inspiration for its London Fashion Week show collection. The bot also lets you enter a maze that asks you to navigate through pictures and GIFs. Once you get through that, you can make purchases from the collection.

Chatbots are popular in fashion for obvious reasons. It brings an element of the in-store experience online, letting people speak one-on-one with customers.