About Primark

Primark is a global retailer with 400+ stores across 17 markets. Primark.com is the digital front door - connecting inspiration-led discovery to Click & Collect across 187 UK stores, with thousands of new products every month.

The challenge

Primark wanted Shop the Look on every PDP to turn model imagery into shoppable outfits, in order to drive more onward journeys, reduce dead ends and improve conversion of their click and collect service. Implementing this across thousands of SKUs manually presented a major challenge to the ecommerce and merchandising team. 

• Manual tagging of every product on each model to keep pace with new drops or the volume of imagery being produced.

• Stockouts Primark’s 8,000+ SKU catalogue often broke traditional Shop the Look modules the moment they appeared.

• Time-to-launch meant weeks of merchandising and dev effort per category - not weeks of trading impact.

  
  

  

The solution

StoryStream deployed AI Shop the Look across Primark.com, powered by StyleGraph - the fashion-native AI intelligence layer that understands outfit logic, learns each retailer’s brand profile, and matches products automatically.

• StoryStream StyleGraph matches and tags complete outfits from any model image - automatically, with full SKU coverage.

• Brand-aware curation mirrors Primark’s merchandising and style point of view across every category, with no manual review required.

• Out-of-stock fall-back swaps unavailable items for in-style, in-stock alternatives so every look stays shoppable, every day.

The Results

• +5% uplift on AI Shop The Look Journeys

• 2,000+ products/month styled and tagged automatically

• 2 weeks from launch kick-off to live on Primark.com

  
  

Zak Crosby-Browne, Senior Content Solutions Manager at Primark, said: “We knew Shop the Look could lift AOV - but only if it scaled, stayed on-brand, and didn't tie up the merchandising team. We evaluated a few options in the market, and StoryStream's StyleGraph AI was the only one that could deliver all three quickly enough across 8,000 + PDPs. It is now live on every single PDP, and next we plan to roll it out on our app. With the reduction in manual load, our trading team can now focus on other PDP and category optimizations that can further move the needle“ 

Read more about our AI Shop The Look solution here