 | This article contains content that is written like an advertisement .(October 2011) |
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Type of site | Street fashion community |
|---|---|
| Available in | English |
| Owner | Like.com |
| Created by | Suzanne Xie and Rich Tong |
| URL | http://www.weardrobe.com/ |
| Launched | January 2008 [1] |
| Current status | Online |
Weardrobe is an online street fashion community for both novice and established bloggers that allows members to share their outfits and comment on others' photographs.
The concept originated in September 2004, when Weardrobe co-founders Suzanne Xie Rich Tong realized that there were no online applications available to organize clothing. To address the issue, [1] their discussions led to the concept for Weardrobe, and the website officially went online in January 2008.
In 2009, Weardrobe was named one of 20 winners of Facebook's fbFund Competition for startups and nonprofit companies, and invited to participate in Facebook's Summer Incubator Program in Palo Alto, California. [2] There, Xie and Tong worked on integrating Facebook Connect with the online fashion network expanding the feature set to Facebook-connected users through friend activity tracking. [3]
In 2012, the founders entered a partnership with Urban Outfitters, where select styles would be sent to users who would then post their created outfit on the Weardrobe site. [4]
On November 18 2009, the community was acquired by Like.com. [5] Subsequently, Like.com was acquired by Google on August 20, 2010 for a rumored price of $100,000. [6]
Weardrobe provides members with the opportunity to create their own user profiles and post photographs of themselves. Members can create and view a virtual representation of their real-life closet by manually tagging clothing in the images uploaded to the site. [7]
Likesense is an automated feature that was introduced by Weardrobe. This feature identifies clothing items in a given photograph, finds similarities in Weardrobes database, and then displays likely matches to the user. Likesense first displays two items and if one of the two is clicked, further variations on that piece of clothing are shown. Currently, this process is only displayed on the front page. However, this will expand to the entire site. [8]
On occasion, the site sponsors contests in which members submit photographs of outfits based on given themes. Sometimes, Weardrobe pairs up with other fashion-related sites such as Modcloth and Market Publique to offer discounted prizes. Weardrobe's collaboration with Modcloth, the Mod Honor Roll Contest, asked for members' favorite back-to-school inspired outfits; the prize for the top three submissions included a special Modcloth outfit that the bloggers then styled and modeled. [9] Their collaboration with Market Publique, Time After Time, asked for vintage-inspired outfit entries and the winner was flown into Brooklyn for a photo shoot session with Market Publique. [10] Modcloth also held another competition in which they supplied the New York City Weardrobe community with a vintage black Modcloth dress (called the "Weardrobe Dress") and asked the members to come up with ways to style it. [11] The dress was a simple black garment and contestants submitted photos of how they would style an outfit around that piece. In its collaboration with other fashion-focused sites, Weardrobe provides a platform where people interested in fashion can come together and demonstrate their creativity and knowledge. It also provides an outlet for fashion-related sites to show off their clothing items to a specified online niche with similar interests.
In early September 2009, Weardrobe sponsored a conference in New York City for 19 popular fashion bloggers. [12] There, the bloggers participated in a DIY (Do It Yourself) exercise in customizing a pair of Solana Extreme Skinny Jeans. [13] The conference was meant to create a space for some of the fashion industry's most active style bloggers to collaborate and exchange ideas about fashion. [12] [14]
Weardrobe has previously been known to hire staff from among their notable members, including Krystal Bick from This Time Tomorrow, who acted as the site's community manager, [15] and Jessica Quirk of the blog What I Wore, who served as community director and also did some creative work, including writing and illustrating weekly contest images. [16]
There are other sites with similar features and goals to Weardrobe, such as Closet Couture. Weardrobe contributors are sometimes also contributors on Chictopia or Lookbook. [17] The two communities, like Weardrobe, offer "the common fashionista" the ability to publicly post their looks to an online community of people interested in fashion. [18] [19] The sites also contain photo blogs and competitions for online contributors. [18] [19] [20]
A blog is an informational website consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order so that the most recent post appears first, at the top of the web page. In the 2000s, blogs were often the work of a single individual, occasionally of a small group, and often covered a single subject or topic. In the 2010s, "multi-author blogs" (MABs) emerged, featuring the writing of multiple authors and sometimes professionally edited. MABs from newspapers, other media outlets, universities, think tanks, advocacy groups, and similar institutions account for an increasing quantity of blog traffic. The rise of Twitter and other "microblogging" systems helps integrate MABs and single-author blogs into the news media. Blog can also be used as a verb, meaning to maintain or add content to a blog.
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Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
ModCloth is a Los Angeles based online retailer of indie and vintage-inspired women’s clothing.
A lookbook is a collection of photographs compiled to show off a model, photographer, style, stylist, or clothing line. Usually, bloggers or vloggers will "model" fashionable looks for that month or season. This gives viewers ideas on how to style outfits, or to show what the latest fashions are. It is an especially popular term among "fashion bloggers".
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"Lookbook.nu" was a fashion, youth culture, and community website, created by Yuri Lee in San Francisco. It was inspired by street fashion websites and blogs such as The Sartorialist and The Cobrasnake and designed for users to post their own street-fashion photography, featuring themselves and their outfits. One fashion writer called the site the "Digg.com for fashion insiders."
Tommy Ton is a Canadian photographer known for his fashion blog Jak & Jil, and his street style coverage of fashion weeks on Style.com and GQ.com. His favorite subjects are fashion editors, the likes of Carine Roitfeld, and Anna Dello Russo.
Polyvore was a community-powered social commerce website headquartered in Mountain View, California. The company's virtual mood board function allowed community members to add products into a shared product index, and use them to create image collages called "Sets". They could browse other users' sets for inspiration, share sets with friends and interact with people through comments and likes. Due to the visual nature of the tool Polyvore was mostly used to build sets in the fields of home decoration, beauty and fashion. Online retailers, too, could upload their product images to Polyvore and link back to their product pages or use Polyvore to encourage users to showcase their products through such activities as board creation competitions.
Chictopia was an online fashion site based in San Francisco. The website was designed for fashion enthusiasts and bloggers to create profiles, post outfits, set up online shops, and socialize with others interested in fashion.
Susanna Lau is a Chinese-British journalist and blogger. She got her start as a fashion blogger.
Tanesha Awasthi is an influential fashion blogger, designer, and advocate for body positivity. She is best known for her fashion blog, Girl With Curves.
A personal styleblogger is an individual who manages an online platform that covers several aspects of fashion. These blogs, often produced independently, post pictures of the blogger to show their outfits and lifestyle to a number of followers. They influence consumer taste and preferences, often functioning as an intermediary between businesses and consumer. From a company perspective, the blogger is perceived as a promotional tool. From the consumer side, high-reputation bloggers are considered opinion leaders. This often results in material benefits, rewards, branded fashion clothing and paid sponsorship, as well as status in the field of fashion.
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