![]() ![]() So we want validation on our social media and / or newsletter, by asking our customers something like, ‘we only have enough room for one suit - which one do you want, left or right?’ And that tends to work really well because the customer feels empowered and like she’s part of the decision-making process.”Ĭreating a sense of community is also important to Zeng, “by just allowing our customers to engage with us and letting the customer be part of the brand’s growth.”Ī critical part of growth is evolution and reinvention - something incredibly important to Zeng. “The items on our own Instagram are the products the algorithm has already picked up. 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. The algorithm Choosy employs helps identify what’s trending in women’s fashion and also involves the Choosy customer by having her “vote” and validate products.Ī 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. ![]() Choosy is among the wave of these new brands that are actually meeting the customers where they are.”īy producing in small batches, Choosy holds minimal inventory and uses only readily available repurposed fabric, which is eco-friendly. So today that’s where people are getting ideas and inspiration of what new outfits they want to purchase. But someone who is 19 or 20- they really exist more in the virtual world of social media. For example, when we were growing up, we’d go to the mall after school and that’s where buying intent really occurred. 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. “What’s special about Choosy is that we match supply and demand in real time. Thanks to long-standing relationships with hundreds of factories in China (Zeng was raised in China and her family runs some factories there), she identified a network of small, agile textile factories, making it possible to produce a range of items in small quantities -as little as 80 units at a time - practically on demand. Zeng launched the company with two fellow Citi colleagues, including Mo Zhou, 27, who serves as chief operating officer, and Sharon Qian, who originally served as chief technology officer, but left the company in 2019 to focus on a Ph.D. ![]() (Once a trend becomes ubiquitous on Instagram, it’s usually a good indicator of whether its popularity among consumers will follow suit.) That’s when she recognized the link between certain fashion influencers and the power that influencers can have on determining whether a trend will be a hit or a miss. At the same time, we wanted to use artificial intelligence to refine style selection and production,” Zeng explains.īut first, a bit of a backstory: While Zeng was working as a trader at Citi, she was fashion blogging as a side hustle. We wanted to put the styles that women love on social media, directly into their hands. “We started Choosy with the goal of using technology to deliver top trends and fashion in a smarter way. I spoke with Zeng, who was included in this year’s Forbes ’ 30 Under 30 list in the “Retail & E-Commerce” category along with her cofounder Mo Zhou, about how the data-driven shopping site Choosy is flipping the script on the fashion world. And then we track how it performs over time, as well as what people are actually saying in the comments.” This allows Choosy to rank the popularity of specific items using natural language processing.Įssentially, Choosy defers to Instagrammers’ takes on styles to design women’s essentials, from streetwear to special occasion items. “We follow everyone that has some type of fashion influence on social media, and we aggregate this database that visually tracks all of their posts, and all the comments on their posts. “Our algorithms go through the entire realm of social media,” cofounder Jessie Zeng explains. ![]()
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