"Complete the Look" Banners : is it enough ?
Scroll through any product page on a fashion eCommerce site and chances are you’ll see it: a “Wear it With” or “How to Style It” section, usually nestled just beneath the product. These are variations of what many fashion brands refer to as “Complete the Look” banners—a quick way to suggest complementary items that finish an outfit.
It’s a familiar tactic. One that drives immediate cross-sell potential and keeps shoppers browsing just a little longer. For many brands, these banners have been a low-effort win for years, increasing the average order value (AOV) without overcomplicating the shopping experience.
But as catalogs grow and consumer expectations evolve, brands are starting to question: is this enough?
How are “Complete the look” banners built?
At most companies, these banners start with manual curation. Merchandising teams pick what goes together, aligning looks with brand guidelines, seasonal directions, and what’s in stock.
Some take it a step further, using simple rules—like always pairing a coat with boots, or trousers with their matching blazer. But these rules only go so far. The real-world result? Banners that are functional, yes, but often rigid and out of sync with fast-moving inventory.
When AI Steps In
To solve for scale, a growing number of fashion brands are experimenting with AI-driven outfit recommendations. These systems scan product attributes, sales trends, and even visual data to assemble on-brand outfit pairings—at speed.
It’s a shift from predefined rules to data-driven styling logic:
- Which silhouettes are trending?
- Which colors are often bought together?
- What combinations drive the highest basket sizes?
But even with AI, the human eye still matters. Most brands we studied combine machine learning with editorial control, ensuring each look still feels intentional—and on-brand. This balance helps AI-generated outfits feel like they’re aligned with the brand’s voice and style.
What are the limitations of “Complete the Look”?
Even the smartest product pairings can fall flat if they don’t look inspiring. Most “Complete the Look” banners still display items as individual thumbnails—disconnected from one another, and from any real-life context.
That creates a gap.
Consumers today want to see the look. On a model. In motion. This type of immersive experience not only drives sales but also strengthens brand loyalty, as shoppers feel more connected to the overall narrative the brand is presenting.
So Are They Worth It?
“Complete the Look” banners continue to be a practical and proven way to increase AOV—especially when merchandising resources are limited. They’re easy to implement, easy to recognize, and still deliver value.
But here’s the thing: the most innovative brands aren’t stopping there.
They’re combining these banners with new layers of styling strategy—richer visuals, more personalized recommendations, smarter automation—and seeing measurable returns as a result. The brands that master this new approach are winning the battle for consumer attention and loyalty.
Want to See How They’re Doing It?
In our e-book, we unpack 5 real-world styling strategies used by leading fashion brands—including how they’ve scaled their look-building approach without compromising creativity.
Discover the full playbook shaping the future of fashion eCommerce.