Large dominant brands are selling us dreams. They dress up photo models and celebrities in tailor-made versions of their clothes, then Photoshop them until they are almost not recognizable. These pictures create a dream and illusion they sell us through massive media campaigns.
How many of us have bought into this illusion only to find out we do not fit in the dream when the clothes, we have bought on-line, arrives. Because of all the hassles of returning clothes, we end up putting them in the back of the closet, only getting rid of them when enough time has passed for our guilty conscience to let it happen. This is not only bad for the environment, it is also putting a serious brake on on-line shopping and therefore our choices of stores and brands.
People have an aversion to fashion on-line.
The real power over what we buy is still with us; you and me.
This is under the assumption we have any real choices in fashion we can try on. Often this is not really the case as only a few dominating chains are available and within easy reach.
For many people on-line shopping is the only alternative to chain store selections.
When buying clothes on-line we still use technology developed for paper, The Photo. The digital media have possibilities web stores have not even begun to use. Clothes are dynamic flexible objects with a personality photos cannot bring out. They are individual choices and their personality needs to match our own.
The vision behind our project is to make all types of fashion universally available and bring out the full potential of the digital media. We allow you as a customer to try on clothes and accessories, to create whole outfits independent of brand and location. Effective, adaptive shopping and a selection not dictated by mass production alone will give our customers choices they would normally only find in small backstreet stores in big cities.
Our customers will stand out in any crowd of “average consumers”. Simply because they can!
- We are seeking investors and fashion brands, see link above for contact info.