How AI Helped RougeGorge Lingerie Optimize Assortments

The Challenge 

RougeGorge is a leading French lingerie retailer with 270+ stores and it faced a problem common to complex product categories: decisions based on intuition, not facts. 

With 30+ sizes, multiple shapes, colors, and models to manage, their buying and merchandising  teams struggled with: 

• Uncertainty around which sizes and styles to stock in each store cluster 
• Limited visibility into missed sales and why customers left without buying
• Mounting pressure to reduce inventory while maintaining sales 
• No way to capture and analyze customer feedback at scale 

‍

Without structured insights from their stores, headquarters relied heavily on gut feel for critical  decisions around size grids, assortments, and new product development.

‍

The Solution 

The retailer deployed LiveCrew across 50 stores to capture real-time, structured feedback from  sales advisors. But the breakthrough wasn't just collecting feedback—it was LiveCrew's AI  automatically analyzing and organizing it. 

In just 4 months, they collected 30,000 customer insights with 26,000 qualitative verbatims.  LiveCrew's AI grouped feedback by themes, ranked priorities, and enabled teams to search by customer needs - turning thousands of individual conversations into clear, actionable patterns. 

‍

“LiveCrew helps us fine-tune our product offering with never-before-seen precision, ensuring that each store offers exactly what our customers are looking for."

Graziella Marchese - Omnichannel Director at RougeGorge Lingerie

‍

The Results 

• Optimized store clustering and assortments based on actual customer needs, not assumptions 
• Streamlined collections by identifying and eliminating cannibalizing products while adding  high-demand models 
• Launched a new swimwear collection based on real customer feedback - avoiding costly focus groups and accelerating development (i.e. supporting product teams to move from  insight to action without expensive traditional research). The result speaks volumes: 5% growth of the swimwear category.

‍

How It Worked 

Instead of debating what customers wanted, HQ teams could “hear” exactly what sales advisors  were hearing on the floor - automatically organized by AI into themes and priorities. 

The impact extended across the organization: 

• Buyers refined size grids and model mixes using hard data 
• Merchandisers challenged existing store clusters with customer feedback 
• Product teams made faster decisions on new categories without expensive research 
• Retail teams improved cross-selling between lingerie and swimwear based on identified  opportunities

‍

Here’s the link to a video of an interview with RougeGorge.

‍