That’s why the company opted for fewer drops, now pledging to deliver them in as little as two weeks. But since the items are produced after the order comes in, the process often took much longer and Choosy was unable to keep its promise to its customers. Initially, Choosy promised its customers quick delivery in just a few days. By now, the company has shifted to a monthly drop model in response to past production issues. At the launch in July 2018, these so-called “drops” were offered twice a week. At regular intervals, Choosy’s online store sells a limited number of new garments for a limited time. What’s more, by hashtagging #getchoosy, Instagram users can indicate what styles they like, enabling Choosy's so-called “Style Scouts” to spot them and add these garments to their portfolio.Ĭhoosy uses this data to design apparel that is inspired by the top trending looks on Instagram. Artificial intelligence then learns about the cuts, colors, and styles that receive the most related comments. To do this, the algorithm filters posts with the #ootd ("Outfit of the Day") hashtag or combs for comments that ask where you can buy the outfit or clothing item. This so-called on-demand social shopping platform uses artificial intelligence to analyze the top trending fashions on Instagram. All items Choosy offers ring in under $ 100 and are available in sizes 0 to 20 (European sizes 30 to 50). What’s more, the outfits often don’t come in larger sizes. The outfit posts usually are accompanied by the same questions and comments: "Where can I buy this outfit? I want that!” If there is a response or the coveted items are still available, they often turn out to be too expensive and unaffordable for the average Instagram user. They post daily photos of their outfits on Instagram, which encourages thousands of followers to shop for these clothes. Celebrities and influencers like Gigi and Bella Hadid, Kim Kardashian or Beyoncé are also starting trends. Like many other industries, social media has also changed the fashion industry: It’s no longer just the top designers who dictate fashion trends. Zeng, a self-described fashion obsessive and passionate Instagram user, saw the connection between trends and social media and turned it into a business idea. Last year, the then 26-year-old Jessie Zeng founded the New York-based fashion brand Choosy. Choosy knows what customers really want to buy Unsold clothing is unprofitable for the company, while it is also unsustainable. On the other hand, they hope their garments meet the high expectations and tastes of consumers. On the one hand, they want to stay ahead of trends and increased demand and have enough merchandise. Fast fashion brands like this are churning out trendy clothing collections at a rapid pace and in large quantities. Last year, the H & M fashion chain got stuck with unsold clothes worth billions of dollars. Among them were more than 50,000 comments, almost all of which contained the same question: "Where can I buy the jeans? The photo shows a pair of beaded jeans worn by the model at Paris Fashion Week. Source: Jessie Zeng scrolled through her Instagram feed in 2016 when a post from Gigi Hadid caught her eye.
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