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September 11, 2013 02:33 am GMT
BRANDiD, a personal shopping site that presented today on the TechCrunch Disrupt Battlefield stage, is hoping to catch the eye of that particular demographic of men who would rather do anything else in the world than shop for clothes. Founded in early 2012, the site helps guys outsource this task to personal shoppers, who can pull clothing recommendations from any e-commerce site they want. Originally London-based but now located in San Francisco, BRANDiD was founded by brothers Ankush and Arush Sehgal and Nicolas Kermarc, the CEO and engineers, respectively. The company won Seedcamp London that year and received $175,000 in funding. Theyare currently raising a seed round, the amount of which the team declined to disclose. “We did all our alpha testing back home [in London] which is a notoriously difficult market to crack,” Ankush said. “When we began to show real traction there that’s when we knew we were ready to take on the US market.” BRANDiD is currently available only in San Francisco and by invitation in order to balance supply and demand and ensure customer service, Arush said. Thecompany will be releasing an iOS app later this year and looking to make hires in technical and community positions. While a number of men’s e-commerce sites focus on customers who know fashion, BRANDiDis targeting the average Joe, who wants to look good but doesn’t really know how to get himself there. Converting that demographic into BRANDiDcustomers means making shopping ridiculously simple, from the selection process to the returns. With personalization as the hot button topic in e-commerce, BRANDiDrepresents a subset of startups betting on a mix of data and human advice to keep customers coming back, rather than the solely algorithm-based recommendations that have become ubiquitous on other sites. There are a number of good reasons to do so: data points won’t create an outfit that sings as well as a human eye does, and people are a more compelling sales force, especially when you grow to trust them. For those used to shopping offline, interacting with a salesperson is the most natural way to shop. For those reasons, and the all-important laziness factor, BRANDiDis working hard to build a model with conversation at its core. “It’s completely designed around the conversation. We threw away what we knew about e-commerce and completely focused on the conversation, which is live chat,” Ankush said. On entering the site, customers go
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/w-v2MG5ufj4/
Dude-Friendly E-Commerce Site BRANDiD Rolls Out Personal Shopping For Guys At TechCrunch Disrupt
BRANDiD, a personal shopping site that presented today on the TechCrunch Disrupt Battlefield stage, is hoping to catch the eye of that particular demographic of men who would rather do anything else in the world than shop for clothes. Founded in early 2012, the site helps guys outsource this task to personal shoppers, who can pull clothing recommendations from any e-commerce site they want. Originally London-based but now located in San Francisco, BRANDiD was founded by brothers Ankush and Arush Sehgal and Nicolas Kermarc, the CEO and engineers, respectively. The company won Seedcamp London that year and received $175,000 in funding. Theyare currently raising a seed round, the amount of which the team declined to disclose. “We did all our alpha testing back home [in London] which is a notoriously difficult market to crack,” Ankush said. “When we began to show real traction there that’s when we knew we were ready to take on the US market.” BRANDiD is currently available only in San Francisco and by invitation in order to balance supply and demand and ensure customer service, Arush said. Thecompany will be releasing an iOS app later this year and looking to make hires in technical and community positions. While a number of men’s e-commerce sites focus on customers who know fashion, BRANDiDis targeting the average Joe, who wants to look good but doesn’t really know how to get himself there. Converting that demographic into BRANDiDcustomers means making shopping ridiculously simple, from the selection process to the returns. With personalization as the hot button topic in e-commerce, BRANDiDrepresents a subset of startups betting on a mix of data and human advice to keep customers coming back, rather than the solely algorithm-based recommendations that have become ubiquitous on other sites. There are a number of good reasons to do so: data points won’t create an outfit that sings as well as a human eye does, and people are a more compelling sales force, especially when you grow to trust them. For those used to shopping offline, interacting with a salesperson is the most natural way to shop. For those reasons, and the all-important laziness factor, BRANDiDis working hard to build a model with conversation at its core. “It’s completely designed around the conversation. We threw away what we knew about e-commerce and completely focused on the conversation, which is live chat,” Ankush said. On entering the site, customers goOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/w-v2MG5ufj4/
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