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Building a Fashion Company on the Internet? Stop. Just stop.

melanie.io

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Re: Building a Fashion Company on the Internet? Stop. Just stop.

#21

Post by robozome »

jfarmer wrote: post #5

So, I'm going to toot my own horn here, because this article is extremely well timed. (Note: her site is down now, thanks HN! :P) This line of reasoning is exactly why we decided at Everlane to start manufacturing our own apparel. You just don't capture enough of the value if you exist as a pure discovery layer unless you (somehow) get everyone and their uncle visiting you, looking to purchase, i.e., Google. The inte…

PS - if your site demands this:

Access my basic information: name, profile picture, gender, networks, user ID, list of friends, and any other information I've shared with everyone. Send me email Post status messages, notes, photos, and videos to my Wall Access my data any time Everlane may access my data when I'm not using the application [and more....]

I instantly discard the possibility of ever signing up for an account.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#22

Post by colinloretz »

robozome wrote: post #21
jfarmer wrote: post #5

So, I'm going to toot my own horn here, because this article is extremely well timed. (Note: her site is down now, thanks HN! :P) This line of reasoning is exactly why we decided at Everlane to start manufacturing our own apparel. You just don't capture enough of the value if you exist as a pure discovery layer unless you (somehow) get everyone and their uncle visiting you, looking to purchase, i.e., Google. The inte…

PS - if your site demands this: Access my basic information: name, profile picture, gender, networks, user ID, list of friends, and any other information I've shared with everyone. Send me email Post status messages, notes, photos, and videos to my Wall Access my data any time Everlane may access my data when I'm not using the application [and more....] I instantly discard the possibility of ever signing up for an ac…

Agreed, I was very interested until I discovered the only option to sign up for future notification was nearly complete access to Facebook. I would love to get future invites but it would be great if there were alternatives for signing up.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#23

Post by chime »

melanie_io wrote: post #18
kariatx wrote: post #8

"In fashion, trust me, that are MANY problems that need to be solved: a highly antiquated supply chain, non-standard, un-linked computer systems, non-standard sizing that varies even within the same line, inefficient pricing methods." I don't see why internet fashion companies couldn't take a crack at solving / mitigating at least some of these. For example, there are some sites (like zafu.com - no affiliation) that…

I was actually discussing this very point with a good friend of mine who also runs a fashion startup the other day. To refine what I said: it's not that discoverability is not a problem, it's that all of the new fashion apps (from Lyst to Fashism to Inporia to Svpply to Google Boutiques) seem to have only increased the "noise" versus decrease it. In fashion, customers pay for the edit: a small, curated collection of…

> To argue that we can somehow replace this very right-brained activity with crowd-sourcing or algorithms is untenable.

For now maybe. Ten years ago if you asked me if I'd spend 2 hours watching a movie because a computer said so, I'd laugh. Netflix recommendations, while not perfect, are still very good. Had I not told Netflix that I loved District 9, it would not have suggested Torchwood: Children of Earth to me. Had it not suggested Torchwood, I wouldn't have discovered that Doctor Who was back on air. Right now I get about 50% of my entertainment discovery done via algorithms. Sure, fashion is difficult and subjective but I don't see it as being any different from music or entertainment in the big picture sense.

Btw, that was a very well-written article. Thanks for sharing.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#24

Post by colinloretz »

The best example of a fashion startup I've seen is Indochino (www.indochino.com). They were faced with many of these issues and have gone and taken full control of their end to end supply chain. They are selling "physical fucking product" but they are making it more personalized and custom tailored (pardon the pun), direct to the customer. I don't have much need for wearing a suit these days, but the moment I do, they will be the first and only place I go.

In the beginning they even offered education to their customers around things like 1) selecting the right suit for the occasion 2) various types of ties/ways to tie a tie 3) type of cuffs, etc. They seem to have gotten rid of the education aspect of the business but I found it really helpful as someone who like fashion but doesn't know much about it.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#25

Post by OWaz »

reinhardt wrote: post #13

The start-up I am contracting for is in a similar business (homeware and interior design) and has recently made the same decision to shift focus from a low margin, high volume affiliate model to a low volume, high margin "boutique" model. Curious to see how it pans out.

The low volume & high margin fashion site probably has a good chance of being successful as long as it carries recognizable and fashionable brands. The reason I say that is that sites like Net-a-Porter and MrPorter (which probably are mid volume) seem to be doing quite well based on the few articles I've read. Below is just one in case anyone is curious.

http://www.nypost.com/alexa/p/the_top_shop_2HqqVcU4pRZJisg0N...

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#26

Post by jfarmer »

robozome wrote: post #21
jfarmer wrote: post #5

So, I'm going to toot my own horn here, because this article is extremely well timed. (Note: her site is down now, thanks HN! :P) This line of reasoning is exactly why we decided at Everlane to start manufacturing our own apparel. You just don't capture enough of the value if you exist as a pure discovery layer unless you (somehow) get everyone and their uncle visiting you, looking to purchase, i.e., Google. The inte…

PS - if your site demands this: Access my basic information: name, profile picture, gender, networks, user ID, list of friends, and any other information I've shared with everyone. Send me email Post status messages, notes, photos, and videos to my Wall Access my data any time Everlane may access my data when I'm not using the application [and more....] I instantly discard the possibility of ever signing up for an ac…

We've tested the page, and this converts no worse than the alternatives.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#27

Post by modfodder »

melanie_io wrote: post #18
kariatx wrote: post #8

"In fashion, trust me, that are MANY problems that need to be solved: a highly antiquated supply chain, non-standard, un-linked computer systems, non-standard sizing that varies even within the same line, inefficient pricing methods." I don't see why internet fashion companies couldn't take a crack at solving / mitigating at least some of these. For example, there are some sites (like zafu.com - no affiliation) that…

I was actually discussing this very point with a good friend of mine who also runs a fashion startup the other day. To refine what I said: it's not that discoverability is not a problem, it's that all of the new fashion apps (from Lyst to Fashism to Inporia to Svpply to Google Boutiques) seem to have only increased the "noise" versus decrease it. In fashion, customers pay for the edit: a small, curated collection of…

Is this a symptom of startups wanting the homerun rather than building a smaller business around the edit? Seems to me that a business built around an edit fit to a customer's profile takes a personal intuitive touch or time and a ton of data whereas the current crop of fashion apps is throwing everything against the wall in hopes of attracting large numbers (of less discerning) users in the belief that # of users = high valuation (as opposed to the quality of users).

I hate to read startup blogs/news and they talk about exit strategy. What if Jobs, Gates, Page/Brin, and Bezos worried more about the exit rather than building a sustainable business. (I know it's off topic, just irks me.)

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#28

Post by jfarmer »

chime wrote: post #23
melanie_io wrote: post #18

Earlier quoted context omitted.

I was actually discussing this very point with a good friend of mine who also runs a fashion startup the other day. To refine what I said: it's not that discoverability is not a problem, it's that all of the new fashion apps (from Lyst to Fashism to Inporia to Svpply to Google Boutiques) seem to have only increased the "noise" versus decrease it. In fashion, customers pay for the edit: a small, curated collection of…

> To argue that we can somehow replace this very right-brained activity with crowd-sourcing or algorithms is untenable. For now maybe. Ten years ago if you asked me if I'd spend 2 hours watching a movie because a computer said so, I'd laugh. Netflix recommendations, while not perfect, are still very good. Had I not told Netflix that I loved District 9, it would not have suggested Torchwood: Children of Earth to me. H…

It is different. When buying clothes people ask questions like "Will my girlfriend think I'm sexier?" or "Will the kids at school think I'm cooler?"

Fashion is a kind of performance -- people see what you wear, after all -- so there's an inherent social dimension that isn't obviously present like it is with movies on Netflix, which you watch in the privacy of your own home.

People, not robots, will win the day when it comes to shopping online.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#29

Post by andreasklinger »

I run a fashion startup involving sampling, serial production and fulfillment. I couldn't agree more with Melanie.

The risk aspect sizing and inventory management is a bit downplayed imho. Stocking breaks necks. Good merchandising is more important than breathing oxygen.

Btw i would also appreciate HNs feedback on my company: http://www.lookk.com - if there is interest i could do a "show hn" post.

Re: Building a Fashion Company on the Internet? Stop. Just stop.

#30

Post by jfarmer »

astrofinch wrote: post #12

Wouldn't you want to solve the customer acquisition process 1st and then re-factor your supply chain once your customer base is large enough to warrant the effort?

Now you have to build two successful products: one to acquire customers, and one to sell to them.
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