How AI-powered personalization generates 9% of Marc Jacobs’ online revenue

About Marc Jacobs

Marc Jacobs is an iconic American fashion house known for its rebellious spirit, inclusive ethos, and cutting-edge design. As a prominent brand within the LVMH portfolio, Marc Jacobs continues to redefine accessible luxury, blending high fashion with cultural relevance. As its ecommerce channel grows, the team remains focused on balancing brand storytelling with data-driven strategies that boost revenue.

The Challenge

Marc Jacobs aimed to scale ecommerce while maintaining the refined, curated feel expected of a global fashion house. But without dedicated personalization tools, the team was forced to build product recommendations manually, an approach that was time-consuming, unsustainable, and often sidelined during busy periods. This limited their ability to showcase the right products across key touchpoints, from product pages to homepage carousels. Email campaigns lacked personalization beyond basic templates, and merchandising new product launches required significant manual effort.

As traffic surged during peak seasons, the absence of automation and testing tools made it difficult to deliver relevant, on-brand experiences at scale.

The Solution

Marc Jacobs adopted Nosto across its site, placing personalized recommendation modules in key locations: homepage, category pages, product pages, and mini-carts. For their product pages and carousels like “Picked for You”, they find that 1:1 personalized recommendations perform best. “Before Nosto, we were manually creating product recommendations. It was time-consuming and often fell through the cracks,” says Laura Gerundo, Director of Ecommerce at Marc Jacobs.

A signature recommendation strategy is their “Curated for You” page. It’s essentially a personal storefront that surfaces products based on individual behavior and previous buying patterns. They also segment existing handbag buyers and use this curated page to introduce them to accessories, footwear, or ready-to-wear, unlocking cross-category growth.

During the holiday season, Marc Jacobs relies on the power of segmentation. While AI handles much of the decision-making, Marc Jacobs layers in thoughtful controls. Merchandising rules and filters allow the team to target sales-minded customers with personalized markdown products across the site.

During Black Friday Cyber Monday 2024, Marc Jacobs leveraged tailored recommendation logic to drive urgency yet preserve brand integrity. They surfaced markdowns for discount-oriented trafﬁc, while maintaining premium messaging elsewhere. The result: 22% of site sales powered by Nosto during BFCM 2024.

In fact, Laura says that “At any given point during the year, Nosto generates 7-10% of our sales. During the holidays, it can go up to around 20%”

Nosto’s built-in A/B testing framework gives Marc Jacobs the ability to validate and evolve their strategy. They test different carousel placements, fallback logic, and filtering rules to determine what resonates best with distinct segments. Insights from tests support internal decision-making and inform future experimentation, keeping optimization tightly integrated into the roadmap. “Nosto is consistently a top-performing solution for us, and their CS support teams and managers have been invaluable,” says Laura Gerundo, Director of Ecommerce at Marc Jacobs

Marc Jacobs extends Nosto’s logic into email through our Klaviyo integration. In new-arrival and seasonal campaigns, each email features personalized modules across categories—bags, wallets, accessories—so every recipient sees what’s most relevant to them. Email banners and footers link to the “Curated for You” page, creating a seamless bridge between inbox and site discovery.

“Nosto plays an essential role in contributing significant incremental value for Marc Jacobs.”

Laura Gerundo, Director of Ecommerce at Marc Jacobs.

The Results

By implementing Nosto’s AI personalization across the site and email, Marc Jacobs made its ecommerce experience smarter, faster, and more aligned with shopper intent. With intelligent recommendations and automation in place, the team now delivers curated journeys across every touchpoint, all while reducing manual workload.

The impact is tangible. Product recommendations alone now account for a significant share of revenue, and during high-stakes sales moments like BFCM, that contribution grows exponentially.

With deeper segmentation, smarter merchandising, and A/B testing, Marc Jacobs not only drives more conversions but does so in a way that retains brand integrity and creative vision.

Product recommendations lead to +137% in average revenue per session
22% of total on-site sales during BFCM 2024

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