On the flip side, even fast-fashion stores never seemed to be fast enough. She watched how people would flock to Instagram to ask their favorite celebrities where styles came from. She tells Racked the idea for Choosy came to her when she was writing a personal style blog about shoes a few years ago while working on Wall Street. Jessie Zeng, the co-founder of Choosy, is a 25-year-old Hong Kong native and former Citigroup trader. On Tuesday, the company announced that it’s raised $5.4 million in funding from investors including NEA and Forerunner Ventures, which has previously invested in Glossier and Warby Parker. The business model is basically fast fashion on steroids, and it’s one that venture capitalists believe will hit it big. Everything will cost under $100, and the clothes will be made on an on-demand basis. Choosy will also have a team of “Style Scouts” looking for trending fashion, and after combining their research with its AI discoveries, the company will put out 10 styles a week, in sizes 0 to 20. It will also get its merchandise to customers in under two weeks.Ĭhoosy’s algorithm first determines what styles are talked about the most by combing platforms like Instagram for comments on photos of celebrity style with questions like, “Where can I buy this?” Users can use the hashtag #GetChoosy on style photos in order to help the AI pick the trends. Choosy will sell clothes that reflect the most talked-about styles on social media - specifically, what celebrities and influencers are wearing. H&M, for example, recently shared that it had $4.3 billion worth of unsold clothing it admitted that even a mighty retailer like itself couldn’t keep up with the pace of fashion trends and will soon use artificial intelligence to get more accurate predictions.īut what if the guesswork could be taken out of the equation, and only the clothes that shoppers really wanted were manufactured? This is an approach that Choosy, a new fashion company, will try to hack when it officially launches in July.
These huge companies usually forecast correctly, and it’s largely why they’ve grown into multibillion-dollar entities.īut being wrong is costly for a company’s bottom line as well as for the environment. It’s a gamble trying to predict which items will become blockbuster trends and which will fall by the wayside. You can also see what we’re up to by signing up here.Įvery few weeks, big fast-fashion brands like H&M and Zara churn out clothing styles they hope will sell. The archives will remain available here for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. Thank you to everyone who read our work over the years.
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