Product Merchandising & Visual Systems
Company: ALLE - AI Fashion Styling App
Role: Merchandising Manager
Overview
At Alle, an AI-powered fashion styling, discovery and shopping app, I worked at the intersection of creative merchandising and product content, shaping how users discovered, engaged with, and visually experienced fashion within the app.
My role combined two key verticals:
-
Homepage Merchandising (Featured Widget Section) - Creating trend-based edits that turned style inspiration into commerce.
-
Synthetic Content (AI Imagery) - developing aspirational, Pinterest-like visuals for product detail pages, replacing generic catalog shots.
-
​
Together, these initiatives built a unified, shoppable storytelling layer that made the app’s interface both visually dynamic and conversion-driven.
01. Featured Widgets - Homepage Merchandising
Goal
To make the Alle homepage feel alive like a curated fashion magazine that updates every few days.
Each Featured Widget aimed to merge trend storytelling with commerce intent, helping users not just browse products, but shop ideas and aesthetics.
What I Did
-
Conceptualized and executed 20+ themed widgets for the homepage Featured section.
-
Planned weekly calendars with themes posted on alternate days, maintaining content freshness and engagement rhythm.
-
Built end-to-end briefs for every widget, defining the concept, product curation logic, copywriting tone, and visual direction.
-
Collaborated with the product and design teams to ensure seamless in-app execution and brand alignment.
Why I Did It
To drive user engagement and conversions by replacing generic product listings with editorial-style, trend-led storytelling.
Each widget explored which factor most influences user action: color, trend, aesthetic, occasion, or social proof, forming the foundation of Alle’s content strategy.
How I Did It
-
Used trend research, data insights, and audience behavior to identify weekly content directions.
-
Curated products around 5 key content pillars:
-
Occasion-Based: Festival of Fits, Autumn Glow
-
Aesthetic-Based: Desi Baddie, The Bads of Bollywood
-
Color Play: Butter Yellow, Icy Blue Crush
-
Trend-Based: Baby Tees, Hot in Halter, Steal the Tee
-
Social Proof: What’s in Everyone’s Cart?, Brands You Can’t Miss, 5-Minute Fits
-
-
Analyzed CTR, engagement rate, add-to-cart, and order conversions for every widget to identify which visual and tonal strategies worked best.
Occasion-Based + Pop Culture Edits
Aesthetic-Based Edits
Color-Based Edits
Trend-Based Edits
Social Proof Edits
Results
-
20+ widgets conceptualized and launched within 1.5 months.
-
Average CTR: 7.8% | Average Add-to-Cart Rate: 4.3%
-
Baby Tees, Hot in Halter, and Desi Baddie emerged as top performers, proving that category focus + visual identity drove higher interaction and sales.
-
Established a repeatable visual + analytical system for homepage content planning.
02. Synthetic Content - AI Visual System
Goal
To transform Alle’s product detail pages (PDPs) from basic catalog shots into aspirational, shoppable visuals that inspired styling ideas by creating a bridge between editorial storytelling and e-commerce.
What I Did
-
Managed the synthetic content pipeline end-to-end, ensuring a consistent, high-quality visual system across thousands of product listings.
-
Led a team of interns through each stage - AI image generation, deformity & quality review, rating, and ingestion into the platform.
-
Defined visual quality benchmarks for generative outputs to ensure accuracy, brand coherence, and style consistency.
Why I Did It
The goal was to build a Pinterest-like experience within the app, where every product visual felt styled, aspirational, and trend-aware, encouraging users to imagine full looks rather than single items.
How I Did It
-
Created structured review checklists to streamline deformity detection and image rating.
-
Worked with the product team to define ingestion logic for approved AI visuals.
Results
-
Successfully built a scalable system for AI-generated fashion visuals.
-
Enhanced visual quality of PDPs — shifting user perception from “catalogue” to “styled look.”
-
Improved user interaction with product pages that featured synthetic content.
Summary
At Alle, my work bridged merchandising strategy and visual storytelling, designing systems that connected user discovery, design language, and purchase behavior.
By aligning creative intuition with data and AI tools, I helped shape the app’s early product experience and visual identity.