Not sure what to wear? Ask other Internet users

Fashion 2.0 is exceeding the limits of social networking and fashion bloggers led maybe by eccentric and at the same time arguable individuals like teenager Tavi Gevinson.

In this era of fashion shows broadcast live on the web, high-profile designers who post their every day tweets, or IPhone apps like the one launched by Vogue magazine, there are certainly many and fun ways to be in the online universe.

Posting pictures of oneself on the web and getting other people’s feedback seems to be the secret of success of websites such as “Go Try it On” (www.gotryiton.com), “Fashism” (www.fashism.com) or “Weardrobe” (www.weardrobe.com), spaces destined for ordinary people, teenagers or office workers who are not sure what to wear.

We talked to Marissa Evans, CEO and founder of “Go Try It On” about her website, and the present and future of Fashion 2.0.

- Why was “Go Try It On” created? Did you detect an unexplored market or was it a personal need?

- I started “Go Try It On” because all my life when getting ready with my sister, my friends from college, or my friends from business school, I noticed that the moment before we’d step out of the house, people would hold up two dresses and ask “Which one?” …My response was always, “Go try it on! I can’t tell unless I see it on you”. Today sharing pictures is so easy (via Skype or IPhone) that I will often take a pictures of myself and send to my sister. Yet, she’s not always around or free to give me the advice I need instantly. So I thought, wouldn’t it be great if there were some sort of online marketplace where I could go and get that second opinion. Almost like a virtual honest fitting room. And that’s how it was born.

- How many readers or users do you have?
 
- We are running around 45,000 unique visitors per month. Of our registered user base, about 80% are female. We’ve also noticed almost half of our users are coming from outside the US, so it’s truly a global marketplace to go and get fashion advice.

- What can you say about other similar sites like “Fashism”?

- I think it’s great that there are other sites out there working on similar ideas. It really shows that there is a market for something like this. It’s an exciting time in the “Fashion 2.0” space, especially here in New York City. I believe we are on the brink of some really exciting and amazing innovation in space where technology meets fashion. 

- Why is “Go Try It On” different from these sites?

- It is really focused on giving users helpful, honest advice on their look before they go out. We believe the quality of our reviews to be very high and we are striving to get people feedback as soon as they need it. I believe also, I created it for “anyone who has to get dressed in the morning.” Basically, we are not necessarily for the fashionista, we are for the everyday person who wants a second opinion.

- And why do you think it is so successful?

- I believe that we’ve really hit on a universal desire to want to look good. For years, women have gotten ready with each other, and offer each other advice on style and what they like to buy. I think “Go Try It On” is very simple in a lot of ways, in that we are just helping people do what they already do, just empowered by technology.  

- What do you think people need from fashion websites?

- I think it depends. Some fashion sites are really about inspiration and feeling aspirational. Yet we all know that many of the looks we see on models or the runway are not realistic for our everyday lives. I want to help people feel and look better in a much more realistic way. I think because of the power of the Internet, it’s now possible to look to each other for advice and style tips. No longer do we have to ask Vogue what looks good, instead, by leveraging the power of technology you can ask a real up-and-coming stylist out of LA or London, in only an instant.

- So how are fashion websites coexisting with legendary fashion magazines?

- Fashion magazines are inspirational. They are more about an ideal rather than a “what am I going to wear on my third date” or “is this skirt appropriate for an interview at a bank?” I believe there is certainly room for both, and it’s important to have both exist. One allows us to dream, the other allows us to act.

- What future do you foresee for Fashion 2.0?

- I think the future of Fashion 2.0 will only evolve and become stronger. There are already many companies, big brands, retailers and startups that are trying to innovate when it comes to digital and testing the boundaries about what is possible. It’s exciting and inspiring to see so much interest in this space. I believe we are only a short period away from a really blended physical and digital world, as we are already seeing with players like Foursquare. The fashion arena of our lives is not far behind.
 
By Soledad Ytuarte
Editorial Director