Founded in 2013 by siblings Jade and Grant Golden, Jaded London is a Gen Z fashion brand creating trend-forward styles for a global audience. Based in London, the brand has earned recognition as one of the UK's fastest-growing brands for three consecutive years—and continues to expand across omnichannel operations.
Behind this growth? A small but nimble ecommerce team.
When Jamie Evans, head of ecommerce, started fielding 10–15 analytics requests per week—each taking hours—he knew the team needed better tools to keep up with demand.
"We actually have a really small ecommerce team, so it's very lean," Jamie explains.
Their approach: Deploy AI across key business functions, enabling the team to focus on strategy instead of manual work.
Since adopting AI tools, Jaded London has seen:
- 10–15 hours saved weekly on analytics requests
- 7 international markets managed by a small team
- Multi-country pop-up tour informed by AI-powered analytics
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Early UK adopter of GPT-powered search
The challenge: Scaling demands on a small team
Growth created a data bottleneck. "How is swimwear performing in Australia? How many customers do we have in Korea that haven't purchased in the last 180 days? Can we create a segment for our New York City pop-up customers?" Pulling reports manually across dashboards consumed hours that could be spent on strategic work.
International expansion required localization across multiple markets. Physical retail expansion—pop-ups across Asia and the US—required data-driven location decisions.
The team needed better intelligence without adding headcount.
The solution: AI-powered tech stack
Building on seven years with Shopify, Jaded London deployed an AI-driven ecosystem. "All of our tech stack is based around the Shopify ecosystem, things that integrate well with Shopify," Jamie explains. "It makes life and tech and everything way easier."
Shopify's AI-enabled commerce assistant, Sidekick, addressed their analytics bottleneck. Those weekly requests now resolve through conversational queries. "Sidekick is just always there, and I just ask it every question," Jamie explains.
The merchandising team gained independence: "Instead of asking me how many men's items we sold in Germany last week, they just ask Sidekick and get an immediate answer."
I am able to pull and move data across stores—instantly comparing customer rates, loyalty program participation, and generating week-by-week performance reports.
For localization, Jaded London built a custom translation workflow that syncs directly with Shopify's Translate & Adapt API. The system automatically handles their product catalog across markets, with manual intervention only for homepage content and navigation—letting the team focus on growth rather than translation management.
Early UK adopter of GPT-powered search
"We've just gone live with Depict GPT search. I believe we're one of the first brands in the UK to have it," Jamie explains. The AI-powered search addresses zero-result searches by understanding intent when customers use style descriptors like "baggy streetwear joggers" rather than exact product names. The system also translates queries across languages, extending reach beyond their formal translation markets.
This early adoption fits their brand philosophy. "We create trends. That's what we do," Jamie explains. "We like to be trend setters, we want to be a disruptor brand." The approach extends from fashion design to operations—gaining optimization experience while competitors are still evaluating the technology.
I'd say we use AI as a hybrid of internal efficiencies as well as improving customer experience.
The result: More time for strategic work
Jaded London earned recognition as one of the UK's fastest-growing brands for three consecutive years. AI tools freed the team to focus on growth initiatives rather than routine reporting. Analytics that consumed hours now resolve in seconds. The merchandising team operates independently. Strategic decisions that once took much longer now happen in minutes.
Sidekick's geographic analytics—pulling city-level session data, sales patterns, and customer demographics—informed their successful pop-up locations across multiple markets.
I literally used Sidekick the other day to analyze potential markets... the data helps us make faster, more confident decisions.
City-level revenue analysis that once took days now takes minutes, enabling the team to evaluate multiple markets at once.
The value of early adoption
By becoming an early UK adopter of GPT-powered search, they're gaining operational experience while the technology matures. By the time broader adoption occurs, Jaded London will have months of optimization under their belt.
As Jaded London continues expanding their AI capabilities, they're showing how the right tools can help lean teams punch above their weight.
If you're an early adopter, you kind of know it inside out by the time everyone catches up, and then you're hopefully ahead of the curve.