Brands are able to streamline the entire manufacturing process so that there is no excess inventory. “China’s supply chain has been evolving within the past year or so. While she originally shuddered at the idea of going into the family business, she found herself drawn to the fashion industry - and she had a significant advantage because of her family’s existing network. Zeng’s family is deeply rooted in textile manufacturing, and she had tried to veer away from that path her entire childhood. She and her team noticed that a pair of ripped, pearl-studded jeans that Gigi Hadid had posted on Instagram was trending, with many followers commenting “where can I buy them?” Along with three other items, the Choosy team received 1,000 pre-orders over the course of four hours. Then she took three years off to return to China, working for the family business and dabbling in venture capital investing. After getting a dual degree in urban planning and economics at MIT and Wellesley, Zeng pursued banking at Citi for two years. Zeng grew up in China but came to the U.S. “We started Choosy as a way to deliver the latest clothing in this new era of commerce to the consumer who wants to shop as she sees trends in real time,” Zeng told Yahoo Finance. Forerunner Ventures, Innovation Global Factor and XFactor Ventures are among the other investors in this seed round.Ī former investment banker at Citigroup, Zeng recruited her former coworkers Sharon Qian and Mo Zhou to be Choosy’s chief technology officer and chief strategy officer, respectively, and help build the company. The site goes live on July 24.Ĭhoosy announced Tuesday morning a $5.4 million round of funding led by New Enterprise Associates (NEA). Most of the items are not unique in the marketplace, and they are not copying anything from smaller, independent designers. All items are priced under $100 (free shipping included) and available in sizes 0-20. Users then pre-order any of the items and Choosy will design and manufacture the items in-house within 48 hours, and get them delivered in as little as two weeks. Here’s how it works - each week, a team of “style scouts” will identify the top 10 fashion trends (with the help of social media). Think of it as ultra-fast fashion on-demand. There were also coat-macs of generous size and shoulder volume to accommodate a jacket beneath, plus all the knitted polos and judiciously proportioned sweaters a woman could wish for.Jessie Zeng, 25, is hoping to make the latest female fashion trends accessible and affordable with her new startup Choosy. Matching A-line front-slit skirts and shirts made for neat, trompe l’oeil dresses with no tucking-in problems. Some coats could also be worn as dresses. A gray pantsuit with a very slightly A-line jacket and pants had two Prince of Wales checks, one right side, one the other, paneled together-ergo, unboring. Eftychia’s design is classic enough, and innovative enough, to pass through the stringent practical and psychological tests that experienced females apply before buying clothes. The point is that there’s a very particular, choosy female demographic, which is achingly ready for this kind of tailoring-with the proviso that it has to come from a peer who gets it. “What I want to do is smart, comfortable, casual tailoring for these people,” said the designer. Muffled bing-bong announcements triggered their getting up, moving off, rolling on. Eftychia’s women, en route maybe to a summit, a corporate conference, or a Fashion Week, were absorbed, detached, reading, listening to podcasts while sitting and standing around with their Rimowa carry-ons beside them. It’s not that we’ve been there-it’s that we are there routinely. Every woman who knows the problems involved in acquiring a modern, efficient, good-looking wardrobe for professional daily wear would have burst out laughing in recognition of the airport departure-gate scenario Eftychia Karamolegkou set up for her second London Fashion Week presentation. That’s how you pronounce the name that is increasingly being passed around by London’s new-wave sisterhood of the traveling pantsuits.
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