Authentic to Extend AI-Powered Shopping Capabilities Across Brand Portfolio

Authentic, formerly known as Authentic Brands Group, has partnered with Fast Simon to help enhance merchandising, personalization and search capabilities across its extensive portfolio of brands. Authentic brands including Juicy Couture, Frederick’s of Hollywood and the newly launched already use the solution provider’s AI-powered technology, but now Fast Simon  has become a preferred partner for other Authentic-owned brands such as DC Shoes and Reebok.

The Fast Simon solution is designed to enhance online retailers’ merchandising with smart collections and visual merchandising. Brands also can improve search results using the solution’s AI-powered vector search capabilities, and more easily personalize product recommendations and visual discovery to support cross-selling and upselling.

“The level of optimization Fast Simon provides helps our brands provide better online shopping experiences to consumers,” said Alex Baillargeon, SVP of Digital at Authentic in a statement. “We’re excited to work together with Fast Simon to boost customer engagement and sales across our brands.”

Authentic has been on its own shopping spree in recent months. The company, which manages more than 50 brands generating a total of $29 billion in annual global retail sales, bought the Vince IP for $76.5 million in April 2023 and purchased the Boardriders group of board sports brands the same month. In July 2023 Authentic purchased the footwear brand Rockport.


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