![]() We wanted to put the styles that women love on social media, directly into their hands. “We started Choosy with the goal of using technology to deliver top trends and fashion in a smarter way. And then we track how it performs over time, as well as what people are actually saying in the comments.” This allows Choosy to rank the popularity of specific items using natural language processing.Įssentially, Choosy defers to Instagrammers’ takes on styles to design women’s essentials, from streetwear to special occasion items.įorbes spoke with Zeng, who was included in this year’s Forbes’ 30 Under 30 list in the “Retail & E-Commerce” category along with her cofounder Mo Zhou, about how the data-driven shopping site Choosy is flipping the script on the fashion world. “We follow everyone that has some type of fashion influence on social media, and we aggregate this database that visually tracks all of their posts, and all the comments on their posts. “Our algorithms go through the entire realm of social media,” cofounder Jessie Zeng explains. And here’s the cherry on top: it does so without producing waste, by matching demand and supply with predictive technology. In the case of Choosy, that’s a resounding ‘yes.’ The brand that leverages artificial intelligence to identify fashion trends first launched in 2018, and has revolutionized the way women’s clothing is manufactured by closing the loop between social media and fashion - and making it even tighter. Why The Founder Of ‘30 Under 30’ Fashion Startup Choosy Believes Reinvention Is CriticalĬan a startup be considered both a fashion company and a tech company? Suppliers and distributors need to be ready to adapt and meet the demand. As such innovations catch on and gain wider adoption, they’re bound to influence buyer expectations in the promotional products industry. It also speaks to the growing focus for on-demand production and mass personalization. But one thing is for sure, the venture represents another example of innovators trying to rapidly accelerate the apparel supply chain. Will it prove revolutionary and disruptive? Will it flare and fade, or fail to catch on, the way some other hyped start-ups have? We’re not smart enough to say. It will be interesting to see how the intelligent young fashionista’s business fairs. Inspired, Zeng wanted to try something similar in the U.S. It was during her time in China that she noticed that fashion bloggers were launching their own direct-to-consumer lines, a production model facilitated by the bloggers’ proximity to apparel manufacturing centers in China. She then went back to China to work in the family business, among other pursuits Hahm reports. She attended high school and university in the U.S., and worked as an investment banker for Citigroup for a couple years. Hailing from China originally, Zeng comes from a textile manufacturing family. Gigi Hadid’s jeans inspired a fashion offering from Choosy. ![]() Choosy’s official launch is scheduled for July 24.Ī post shared by Gigi Hadid on at 1:23pm PDT Choosy reportedly raked in 1,000 pre-orders over the course of four hours. ![]() After spotting that Gigi Hadid’s pearl-studded ripped jeans were catching social fire on Instagram, Choosy offered the trend for sale, along with three other items. ![]() ![]() Perhaps even more relevantly in the long run, Zeng and her team beta-tested their business model this winter. Investors include New Enterprise Associates (NEA), Forerunner Ventures, Innovation Global Factor and XFactor Ventures. The company announced this week that it has secured a $5.4 million round of seed funding. Whether legal entanglements will ensue remains to be seen, but the initial reaction to Choosy has been positive. While the specter of copyright infringement rears under Choosy’s model, Hahm reports that most items are not unique in the marketplace and that the start-up is not copying anything from independent designers. Choosy girls □ □ □ Which skirt do you love more? #getchoosyĪ post shared by Choosy on at 8:00am PDT ![]()
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