Here's why the founder of the ForbesUnder30 fashion startup Choosy believes reinvention is critical:
“We started Choosy with the goal of using technology to deliver top trends and fashion in a smarter way. We wanted to put the styles that women love on social media, directly into their hands. At the same time, we wanted to use artificial intelligence to refine style selection and production,” Zeng explains.
“What’s special about Choosy is that we match supply and demand in real time. So on the supply side, we have innovated by being able to dramatically reduce the waste and by producing smarter pieces that people actually want, but also on the demand side, we’re unique because we’re ‘social’ first. For example, when we were growing up, we’d go to the mall after school and that's where buying intent really occurred.
A classic example of an item that was “tested” is a pair of two-colored pants: since it was a forward trend, Zeng was unsure about whether the pants would be well-received or rejected by the community. The algorithm had identified them as a trend, and now it was up to the Choosy customer: they were produced in low quantity as a test, and ended up being a bestseller.
Reinvention is also about pivoting, which Zeng mastered ever so gracefully when she went from team member to founder, and pivoted from finance to fashion.“In the very early iterations, when I was doing it by myself, I was literally fulfilling orders out of my apartment in NYC. My cofounders said, ‘I think we have some traction here, maybe we should go raise some money.
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