Polyvore Launches Remix, An App for fast Styling recommendation

The neon crop prime, the white blazer, the fringe-tastic leather purse: it’s no longer at all times simple to keep tabs on model’s fast-transferring trends, let by myself model an outfit around them. Remix, a brand new iPhone app launched nowadays via Polyvore, is the corporate’s latest try and form a bridge between runway inspiration and customer click on.

“We pull out one of the best developments, make it fun and straightforward to browse, and in addition convey you tips on how to put on it,” says CEO <a class="fc-plugin people-page" href="http://www.fastcompany.com/person/jess-lee" data-event-label="jess-lee" data-event-action="mcp1000" data-event-category="recirculation" data-name="peoplePages" data-id="fastcompanysimilar to having a stylist in your pocket."

The app arrives at a pivotal moment for Polyvore, which used to be featured in fast firm‘s Most innovative companies listing in 2012. The startup has won over a core neighborhood of power customers keen to spend time styling new seems—mutually, they generate 3 million outfits, or “sets,” monthly—however has struggled to draw and retain a broader target audience. in consequence, Polyvore can really feel like a digital-generation spin on taking part in paper dolls—a whole lot of fun, but extra game than practical instrument. With Remix, on the way to stand alongside the company’s present app, Polyvore is betting that it can use its trove of fashion information to assist women make sensible choices about whether or not to hit “buy” or the best way to restyle a drained closet staple.

“This app is geared toward shoppers who need that speedy styling recommendation,” Lee says.

but will Remix be enough to revive Polyvore’s flat consumer increase?

If a side road-model style big name married an enormous data algorithm, their youngster would look quite a bit like Polyvore. the company, built round the idea that of user-generated fashion collages, launched in 2007 and has for the reason that raised $22.1 million.

“fashion is all the time altering, at all times evolving,” says Lee, who rose from product manager to her present role. “with a purpose to needless to say it’s a must to combine the perfect of what people suppose, through the community, with algorithms, which let you do it at scale.”

For a time, Polyvore’s democratic voice—all ladies, all style views, with a drag-and-drop interface that allowed customers to play editor—helped it smash in the course of the noise online. unlike the shiny spreads in traditional magazines, Polyvore’s outfits represented “real folks with their finger on the heartbeat of what’s trending,” Lee says.

but extra recently that competing noise has started to stall Polyvore’s growth. last month, the company’s native apps and internet-based totally properties attracted 20 million unique visitors—the same amount they logged right now closing 12 months. Polyvore declined to liberate knowledge on its financial performance, but its cost-per-click industry model makes growing site visitors paramount.

doable users are spending their time in other places, as retailers up their content material publishing recreation, and vice versa. At one time Polyvore was once among a handful of innovators blurring the lines between editorial and e-commerce, but now that strategy has transform common. in the last 12 months, luxury retail web page internet-a-Porter launched a print magazine, and startup Cosmic Cart unveiled a widget that makes it that you can think of to shop pictures of model bloggers’ outfits with out leaving their sites.

As for Remix, nonetheless invite-only, the app presentations promise but does not always hit the mark. once I clicked “What to put on to a espresso date,” an choice on the important feed, Remix offered up a flooring-length child-blue costume, with corsage detail, four-inch heels with glowing ankle straps, and diamond and pearl jewelry value $3,350. For skinny lattes at Starbucks, it can be a bit so much.

but when I selected a trending product, Polyvore’s model information got a chance to shine, because the app cycled via recommended outfits. no longer positive the best way to wear a black fedora? Remix would possibly first present a black fur vest, leather-based pants, and trucks. now not satisfied? The app might generate ripped boyfriend denims, a peachy-red T-shirt, and towering brown sandals. it’s just the correct of proposal, putting products in a related context with out chaining customers to a particular aggregate.

“type as of late, especially the fashion trade, upholds this kind of slender and virtually not possible best for magnificence,” Lee says. “as a substitute of being high-down, we’re very backside-up, so our community can specific their experience of favor.” in particular, she says, “You don’t have to appear a undeniable approach to really feel excellent.”