“I’m sitting in a dressing room in my underwear for the ages”

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Dressing to the anxiety. We have all had. This outfit make me look fat? Is it inappropriate for work? Is it something someone half may age would you like to wear? Should I give up and stay in bed forever?

It is then, we need the help and advice from people we trust.

“I’m sitting in the dressing room in my underwear for ages waiting for my friends to get back to me,” said Sophie Matveeva, founder of fashion advice app, the Style of the Lawyer.

“I wanted their advice on the costume, I was thinking about buying. And to my friends on WhatsApp were always asking me what they should wear, but we were often in different time zones and the answers will come too late.”

The mode of dilemmas such as this gave him the idea for an app for help the women to gather the advice of stylists and sister fashionistas in a safe, troll.

“Young women have always been concerned of what others think of their appearance, but social media has amplified this,” said Ms. Matveeva.

“Your image can reach many more people than ever before – it is like to be a celebrity, and this has made us much more worried.”

The Style Of The Lawyer

Style of advice to users who want advice on an outfit can post a photo and receive a “yes” or “no” responses to other users, or more detailed advice from redacted, fashion stylists and bloggers “in a few minutes,” she said.

So far around 7,000 people have downloaded the app, and more than 90 designers are on hand to provide advice. The Photos are being downloaded from the North America and Australia, as well as the united KINGDOM, she said.

Fashion advice is a growing business, with dozens of applications, such as AskAnna, Mallzee and StyleDotMe, nothingness, primarily targeting young women.

Image centered social media platforms like Instagram and Pinterest have been a key place for fashion enthusiasts to share ideas and opinions of a few years.

And all this data on people like and do not like is gold dust to retailers.

“The most expensive piece of research retailers to pay is to know why something didn’t sell. Our platform tells them why – it is valuable feedback,” explains Ms. Matveeva.

This endless appetite for customer data without no doubt prompted the retail giant Amazon to launch his Echo Eye of the camera. $200(150 pounds) to voice command of the device powered by Alexa – can take the full length of the photos and videos of your outfit and send it with the accompanying smartphone app.


A “style check” function then compares the photos and gives its algorithmically derived from the opinion whose holding is best, based on the shape, the color, the style and trends of fashion. Amazon says that its own group of fashion experts has helped to develop this function.

But will this rather impersonal form of advice really appeal to social, sharing-obsessed twentysomethings?

“Women, more than men, are social creatures – the AI will never stop we talk to each other,” explains Ms. Matveeva.

“We need the man-the first technology. The girls always want the approval of the cool girl at school, and on Instagram there are millions of cool girls.”

Most young people like to search and buy clothes online via their mobile phones these days – no queues, less stress.

But to get the proper fit is difficult and leads to hundreds of billions of dollars the value of merchandise returned each year, the price of major retailers.

Adriana Tripa

“Each brand has its own sizing parameters – there are no international standards”, explains Isabelle Ohnemus, chief executive officer of EyeFitU, a fashion website that finds clothes to fit your silhouette. “That is why the yields are very high.

“We can set the size of your profile in a few seconds with an accuracy of 80% just to know your sex, height, weight and age,” she said.

EyeFitU has approximately 60 retailers on its website, “most of the time major international brands”, explains Ms. Ohnemus, and the use of all the data it has collected, translated these different national brand and sizings to suit your actual shape.

Technology company Metail is also trying to solve the problem of size by enabling customers to create 3D digital versions of themselves that they can they dress themselves virtually on the retailers website.

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“You can create your own model of body by giving your key measures of height, weight, bust size, to the inside of the leg, the neck, the waist, the hips and the waist,” says Metail ceo Tom Adeyoola.

“We can reach 92-96% accuracy on these measures.”

You can then go on a Metail-friendly fashion website and see what your digital avatar looks like to wear clothes that you select. The pictures are edited by computer to fit your silhouette.

To get to this stage Metail has to have photographed the detailing of the range of clothing worn by a model standing on a rotating stage. The special photo platform, based in Bangalore, can “pull 200 clothes a day,” said Mr Adeyoola.

When you think that an online fashion retailer as the Japan ZozoTown may have 500,000 items in its range, it is a lot of pictures to take.

Mr Adeyoola hopes that his company’s technology will help make buying clothing online much more interactive and engaging experience” – as it used to be in the store. It will also provide retailers with valuable information about our personal preferences.

So far 7.5 million people have created “e-models” of themselves, ” he said.


Of course, the biggest drawback of online shopping is that you can not touch and feel the clothing before you buy – another reason why yields are a big problem.

This is why Amazon has launched its First wardrobe “try before you buy” service. The first subscribers can order online, but have seven days before you decide what clothes to keep and return it in the postage-paid box. All without paying a penny to the front.

Global fashion retailer Asos, which has 15.4 million active customers in the world, has recently followed suit in the UK with its own “try before you buy”.

“The challenge of not being able to try on items before buying them is an e-commerce perennials,” says Dan Winter, Asos, director of corporate communications.

“So it made sense to explore a try before you buy the service here in the UK. With this option, customers do not have to worry about waiting for the refund, because they will only pay for what they choose to keep it.”

But when it comes to making these choices, we get by with a little help from our friends.Follow Matthew on Twitter and Facebook
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