New personalised fashion platform launches
New personalised fashion platform Hot Drops
has launched in the UK.
Hot Drops, now at the soft launch stage, promises a personalised daily edit of the latest trends to customers who complete a personal style quiz on the site. It follows in the footsteps of companies including Dressipi and enclothed which also offer personalised fashion advice and suggested choices to customers willing to share data including their gender, clothes size and style preferences. It also promises to show only the most relevant items that are in-stock and so available for sale.
“Shopping for fashion online can be frustrating and time consuming, having to search through hundreds of items before finding one in stock we’d actually want to wear," said co-founder Chris Perrett. "We want to help users to discover more items relevant to their taste and be able to access editorial content for extra styling advice.
"Fashion retailers have started to adopt the personalisation of products shown to their customers, yet very few tailor content. Our platform allows brands & retailers to get content in front of the right people for a specific topic.
"Building the platform has provided further insight into just how fragmented user experience can be. Many websites list multiple size labels for an identical size, which we’ve simplified across over 1,200 brands.”
Users can vote on products or style articles, which is fed into the algorithm to improve the relevancy of the products the user is shown in the future.
Over 200,000 products are currently available, and the company expects that number to double over the next three months. User feedback is taken on board with the aim of further improving the experience.