Open Fashion

A major challenge was building consumer trust and loyalty in an extremely oversaturated online fashion marketplace dominated by major fast fashion retailers like H&M, Zara, and Forever21 who prioritize volume over sustainability. We needed to differentiate in a competitive space.

Our goal was to offer unique, sustainable, high-quality and affordable fashion by curating products specifically from up-and-coming independent designers. We wanted to provide ethical, environmentally-conscious products not found at mainstream retailers.

To differentiate, we focused on curating products from independent designers, providing customizable search filters and personalized recommendations based on purchase history and browsing, virtual try-on capabilities, and radical supply chain transparency around ethical production.

Relevant research shows the global online fashion market was valued at USD 633.4 billion in 2021 and expects 10.9% CAGR growth from 2022 to 2030 (Allied Market Research), indicating massive opportunity as shopping shifts online.

Other sources also revealed steep competition from fast fashion pureplay ecommerce giants like Asos, Boohoo, and Shein who leverage volume and low prices. Additionally it showed a lack of brand loyalty among consumers constantly chasing trends.

This online ethical fashion app was conceived to effectively compete with fast fashion retailers by providing exclusive, niche products not found at mainstream brands. Our focus was on building loyalty by offering a superior, customized customer experience and radical transparency.