Luxury lingerie reimagined: Victoria’s Secret elevates discovery with AI-powered curation

Victoria’s Secret reimagines intimate apparel shopping online with Jewel ML’s AI-driven personalization, bringing the confidence of the fitting room to every digital touchpoint.

Challenge

• A broad assortment spanning bras, lingerie, panties, sleepwear, and body care.
• Difficulty translating the in-store fitting and styling experience to ecommerce.
• Needed to help shoppers quickly find products that fit, flatter, and reflect their personal style—without compromising the brand’s premium feel.

Solution

Jewel ML’s AI-powered personalization platform was seamlessly integrated across Victoria’s Secret’s digital storefront. By analyzing shopper preferences, behavior, and context, the platform delivered intelligent product discovery, personalized recommendations, and curated journeys across categories. Each customer was guided toward bras, lingerie sets, sleepwear, and beauty essentials tailored to their individual needs, creating a refined, bespoke experience at scale.

Impact

• Measurable increase in unique buyers and overall conversion rates.
• Strong performance gains in key categories such as panties and body care.
• Shoppers explored more of the assortment, discovered new favorites, and moved more smoothly from browsing to purchase.

Why it mattered

For a heritage brand rooted in empowerment, confidence, and sensuality, delivering beautifully curated choices online is essential. Jewel ML helped Victoria’s Secret extend its iconic fitting-room experience into the digital world, reinforcing trust and inspiring customers at every step of the journey.

Future

Victoria’s Secret plans to expand AI-driven personalization across additional categories and channels, continuing to elevate how customers discover, explore, and shop for intimates—and beyond.

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