In Brief

Choosy is a new type of fast-fashion for social commerce, searching Instagram for trendy fashion and making it ready for customers to wear in just two weeks

As the name implies, fast fashion is a business that involves quick turnaround. However, it also depends on high returns in order to keep up, which means that companies like Zara and H&M hope that one of their latest designs will garner a lot of attention, and thereby sales. Choosy, a new fast-fashion brand, is looking to take the guesswork out of what will sell by creating styles that influencers are already wearing.

The company’s algorithm looks for comments on Instagram style posts from celebrities asking where people can buy the product. When the brand gets up and running, users can even comment on photo with #GetChoosy to help alert the system to the style. The algorithm will also be supplemented by “Style Scouts” on the lookout for new cutting edge style. Choosy will put out ten new styles a week, ranging from sizes 0 to 20. Items will cost under $100 each, and will be made and delivered to the customer in two weeks.

This new strategy implements algorithms and thinking about what the customers want rather than trying to convince them they want to buy pre-chosen designs. And clearly it’s a strategy that’s getting some real interest, as Choosy raised $5.4 million in funding from investors including NEA and Forerunner Ventures this month. This marks yet another venture into social commerce that finds consumers where they already are—on social media—rather than waiting for them to find the brand.

Choosy


Lead image: women posing with phone stock photo from sergey causelove/Shutterstock

As the name implies, fast fashion is a business that involves quick turnaround. However, it also depends on high returns in order to keep up, which means that companies like Zara and H&M hope that one of their latest designs will garner a lot of attention, and thereby sales. Choosy, a new fast-fashion brand, is looking to take the guesswork out of what will sell by creating styles that influencers are already wearing.

The company’s algorithm looks for comments on Instagram style posts from celebrities asking where people can buy the product. When the brand gets up and running, users can even comment on photo with #GetChoosy to help alert the system to the style. The algorithm will also be supplemented by “Style Scouts” on the lookout for new cutting edge style. Choosy will put out ten new styles a week, ranging from sizes 0 to 20. Items will cost under $100 each, and will be made and delivered to the customer in two weeks.