Want to learn how to best sport a pocket square and bow tie? Or planning your outfit for the semi-formal party you’ve just been invited to? Wondering how to best wear your new sparkly top to office without looking like you just jumped off the tinsel-covered Christmas tree in the lobby? Alright, so you probably call your friends for tips, but in the face of a real fashion emergency, wouldn’t it be great to have a professional’s advice? That’s where online personal stylists have come into play in a big way.
Sites like Voonik, StyleCracker and 20Dresses are exclusive portals for women, offering customised looks based on a customer’s style preference and body type. It starts with a questionnaire, which helps the stylists understand the customer profile. Once that’s done, a software, that has been programmed with the help of stylists, suggests the best looks. Archana Walavalkar, co-founder and creative director at StyleCracker, says, “While there is a whole range of fashion products available, three main queries still bother every consumer: what to wear, how to wear it and where to buy it. We use insightful data about the user’s fashion choices, body type, preferences and several other parameters to dynamically personalise and curate fashion for them.”
She describes their target user as “independent, aspirational and fiercely individualistic. She doesn’t want to just follow trends, but wants to make her own rules that are unique to her.” Perhaps, the best part is that these personalised services are free. “Hiring a stylist in person can cost you anything from Rs. 25,000 to Rs. 1 lakh for just a day,” says Archana, putting things in perspective; the money saved on that can be used to shop! Apart from the personalised suggestions, stylists are always on hand to chat and help you put together looks from what you already own.
These portals are not new: StyleCracker was launched in 2013, and 20Dresses, in 2011. Founder and CEO of 20Dresses, Sumant Kasliwal, says, “The way fashion was sold to consumers didn’t change as technology was growing. But because fashion is extremely personal, people need to have some kind of support around it; of course, our target audience of 18-to-35-year-olds do go shopping with friends and family, but they are not experts. Even customers are not aware of their own style profile. But it struck me that by using technology, we can solve this problem.”
A style profile based on nine parameters will put together a personalised online “showroom” of collections that suit the shopper. While other websites curate collections from various brands in their store, 20Dresses has their own line of western and contemporary wear, accessories and bags. While this trend might seem largely women-oriented, Hardik Gandhi’s portal ‘I Am Mr.’ focuses on men’s fashion. “Men are now more conscious about their looks and personality, and are ready to do whatever it takes to look the part. Most of my clients are start-up owners, businessmen, frequent travellers and students,” he says.
“The way I work right now is not something I would call online styling, though that is where I would want to focus more in the future,” says Hardik, explaining his working process. “It has never been a one-size-fits-all approach. Once the person sends in his form from the website, I speak to them and get to know them better. They then send across full-length photographs, along with some key pieces from their wardrobes, which give me an understanding of their personal tastes, professions and body types. Based on this, I send them a four or five-page-long analysis with recommendations for their basic styling upgrade,” he says. After that, if the client opts for it, he assists them in shopping. He also conducts workshops for organisations looking for a quick styling and image criteria for their employees.
“The speed at which we have scaled is testimony to how popular online styling is,” says Archana of StyleCracker. “Everyone trusts online shopping now, and with the smartphone apps, getting a stylist is even easier,” she adds.
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