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. 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.įorbes 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. “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. And here’s the cherry on top: it does so without producing waste, by matching demand and supply with predictive technology. In the case of Choosy, that’s a resounding ‘yes.’ The brand that leverages artificial intelligence to identify fashion trends first launched in 2018, and has revolutionized the way women’s clothing is manufactured by closing the loop between social media and fashion - and making it even tighter. Why The Founder Of ‘30 Under 30’ Fashion Startup Choosy Believes Reinvention Is CriticalĬan a startup be considered both a fashion company and a tech company? I picked my favorite looks that are currently available and gave you some pretty solid reasons to invest in them, if you want to make it through the season in style and feel good about your shopping habits. If that isn't enough to sway you, perhaps the wallet-friendly price points for things like faux-leather utility jumpsuits and pajama co-ord sets will spark the shopping bug in you. So yes, Choosy's direct-to-consumer approach really does work, and the company knows what we want. Plus, the Fall drops, which happen every Sunday, seem to be exactly what we've been double-tapping over the course of the last month. It's a sustainable operation intended to minimize waste, and it's a business model we can definitely get behind. If the product does well, and the demand is there, Choosy will restock that item. For example, if a bunch of people seem to be attracted to the dress Sophie Turner's wearing in a recent snap and engage accordingly, Choosy picks up on that and designs its own iteration.īut here's the most important thing: every time Choosy develops a new article of clothing, the fabric is sourced only from select materials that are already available to the brand, and inventory is limited to 80 total pieces (including extended sizes). That probably seems complicated, but it's a surprisingly natural process. I met with the online retailer's founder, Jessie Zeng, who worked with the Choosy team to develop an algorithm that studies the comments we're posting and photos we're liking from influencers and celebrities. But Choosy sources all of its data from Instagram. You're probably aware that fast-fashion retailers churn out trends for the masses, trickled down from the runway.
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