Zady.com
Smaller fashion websites can take on big names by using data to
better explain where their clothing comes from. Soraya
Darabi, founder and CEO of Zady said that the "story" of an
item of clothing could help take on what she dubbed "fast
fashion".
She argued that by using data intelligently fashion brands could
reveal a lot more about their items. Zady is able to explain the provenance
of an item using Google Maps to show where the wool came from and
the people who worked on it to create the jumper a customer
buys.
"We show you the sheep in Oregon where we source our wool, we
show you the faces of the washers, the millers, the dyers and the
sowers who make our product," Darabi told the audience at Le Web
2014. Zady also employs a "bevy" of writers to create original,
magazine-style content, with people spending more time on the site
and not just coming to purchase new items.
She said that analytics and customer data were hugely important
for online retailers to better understand who their customers are,
"where they're coming from [and] why they're converting". While
originally targeted at millennials, the data revealed that the site
was very popular with an older audience, Darabi explained.
Zady, which carries around 75 brands and has its own lines, is
only shipping to the US at the moment, but similar movements are
already underway in Europe. Organic food shops and increased
provenance on clothing is helping people buy more ethically. Darabi
cited WholeFoods and Etsy as major inspirations behind her ethical
clothing business.
Don't
miss
She argued that people needed to "work backwards from the price
of an item" and work out the human story behind how it was created.
Use of code and data can be a powerful tool for better informing
consumers, she said with retailers able to "leverage the web to
show people the supply chain".
Source Article from http://www.wired.co.uk/news/archive/2014-12/09/ethical-fashion-zady-le-web http://cdni.wired.co.uk/620x413/w_z/zady%20le%20web.jpg
How data can make fashion ethical
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