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E-Retailer Only Sells A Single Daily Dress To Eliminate Web Clutter

One Dress A Day site offers one style per day, eliminating the paradox of choice that customers face daily online.

Daniela Walker
Daniela Walker on August 7, 2013. @emptyofpocket

We’ve heard of fast fashion, but new website One Dress A Day gives the term a whole new meaning. Launching August 26th, the e-commerce site will do just what it says – it will offer a different style of dress every day, 365 days a year.

The site is the brainchild of designer Bruno Schiavi, who also is the Kardashian sisters’ partner on their clothing line. On the inspiration for the unique business model, Schiavi told WWD:

I always try and look at gaps in the market and come up with something new that nobody else is doing out there. At three in the morning, I stood upright in my bed and thought, ‘Wouldn’t it be amazing if I tortured my team and launched a new dress every day, 365 days of the year?’ No other company has launched a brand new product every single day with a brand new ad campaign and a new styling tip.

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The dresses, which will feature a multitude of styles, with a feminine silhouettes and classic cuts, will be available in 28 countries and will retail for around $169. With one posted each day, the style will last for 30 days or until inventory runs out.

One Dress A Day

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