Zalando is aiming to do more on sustainability issues by launching a feature on its website that will only suggest items from sustainable retailers.

During Zalando product manager Marta Skassa’s talk at the Retail Week’s Tech. festival, she unveiled that the new “green credentials are on their way”.

As well as working on its sustainability issues, Zalando has also been working with its customers to gather feedback to enhance the user experience and help them with their shopping journey.

“Following customer feedback, we found customers struggled most with combining different items to make a new outfit,” Skassa said.

To solve that problem, Zalando built an algorithm from scratch that matches recently viewed items and items bought and pairs them together to make a complete outfit suggestion for the customer.

Using deep learning – a more focused form of machine learning – Zalando created ‘algorithmic outfits’. Although the fashion platform often used third-party solutions, it will not be sharing the technology with other retailers.