Online Clothing Company Set to Reshape E-commerce

Raise your hands if you’ve ever bought an item online and been completely dissatisfied when it is delivered. While some people take it in good stride, many see it as a huge waste of time and effort when something has to be returned. Nowhere is this more prevalent than in the fashion world, where due to many stores providing free shipping and returns, it has become commonplace to order different sizes of the same item, then simply keep the one that fits. However, now it appears there is a far more effective way of shopping online.

A new e-commerce fashion site has recently been launched that aims to personalize the online shopping experience for women. Named Fovo, the site asks the shopper to answer five easy questions regarding their style preferences, and will then provide a customized list of clothing and accessories to best match someone’s fashion inclinations (sporty, feminine, conservative, casual, etc.) Additionally, the more a shopper uses Fovo, the better the site can adapt to these style preferences and provide suitable suggestions.

This is a step in the right direction for the industry, and will help e-shopping move closer and closer toward replicating the freedom of informed choice that in-store shopping provides, as being able to try items on in-store is still a major advantage for buying at a brick-and-mortar shop. However, e-commerce hosting is no longer a confusing and complicated operation, due to certain companies taking the stress out of the setup by assisting with security, mobile optimization and online marketing. Because of this, one can expect to see more stores like Fovo popping up and changing the game. There are so many guides for starting an online store as well, that a beginner would find it hard to get lost when going down this path.

Fovo’s fate is in solid hands too, as the company is founded by fashion designer Kiana Anvaripour and Nick Swinmurn, who has previously found great fortune in founding another online clothing site, Zappos. The two explained Fovo’s business model in a recent interview: “In the e-commerce experience, you’re missing a trusted associate to help you select merchandise. We help the customer understand what’s best for their body type. Seven in 10 women like shopping in-store. It builds customer loyalty,” said Anvaripour. Swinmurn also added, “Fovo is taking that expertise and automating it through personalization, content and ways for people to comment and engage, which was huge for us at Zappos.”