Audrey Magazine – Dailylook’s CEO/Founder Brian Ree

Get To Know Brian Ree, CEO And Founder Of DailyLook – Min A. Lee For Audrey Magazine 

Black Friday and Cyber Monday have just passed and after spending a couple of lunch breaks online haphazardly browsing through thousands of items on sale, we learned that e-retailer DailyLook’s simplified method of approaching quick trends with sleek curation was meant for us.  With nearly half a million followers on Facebook alone, DailyLook, caters to consumers by showing complete stylized looks, and is the only one of its kind growing at phenomenal speeds while backed by renowned investors like Brian Lee of the Honest Company and styling master and designer Rachel Zoe.  Founded in 2011 by CEO Brian Ree, the company initially built as a flash sale site is now a fully categorized ecommerce platform.  Though its evolution pushed towards a traditional online catalog model, the promotion of complete ensembles remains the main marketing approach that attracts new followers and members every day.

Quality with shopping made simple remain the backbone for Ree’s approach to online retail. Women can now experience their recently launched Elite personalized styling program.  With Elite you can experience having your own wardrobe stylist/personal shopper, but without the hassle of in-store appointments.  Ree shares with Audrey readers more in-depth details about his company along with how their newest monthly subscription venture functions and why it appeals to the young professional woman.

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Audrey Magazine: When did you first decide to dive into the world of online retail and how did DailyLook come about?

Brian Ree: It was just over three years ago we found this company Dailylook, and the idea actually came about from at the time wanting to create a website that made it really easy to shop entire looks from head-to-toe.  The concept was really simple and was really about showcasing one new look every day and having that look available to purchase with just a few clicks.

AM: I understand you started as more of flash sale model. Looking at DailyLook now, what were some of the challenges of transitioning from a “flash” sale e-commerce platform to a more standardized model?

BR: We found customers loved shopping by looks, but they also wanted the ability to shop in a more traditional fashion of by category, so when we launched we didn’t have the ability to shop by any clothing categories.  We asked our customers what features they would like, and they wanted a feature that looked like the traditional catalog model. In return, we decided to add more features that would allow this.  That was our prompt to evolving the website to cater to our customers’ needs, but we always stayed true to the core of making it easy to browse and shop by looks, and we wanted to remain focused on head-to-toe styling for outfit ideas.

AM: How do you compete against consumer trends that call for more classic, investment style approaches to shopping versus the turnover of fast fashion?

BR: If you look at the way we style our pieces and our pricing, we are introducing new looks every day, so there is an element of fast trends and fast fashion in the way we merchandise our product assortment.  We have items that range from $20 all the way to $300, we do have some a bit more expensive.  We try to style our outfits in a way that the modern, young professional and contemporary woman does today which is really mixing highs and lows to create whatever look they’re trying to get, and that may be pairing a lower price top and skirt with a more investment statement piece like a nicer jacket or sweater.  In terms of merchandising, generally we’re not super low nor on the low price end.  We go from a Zara price point to a Shopbop price point without losing quality.  We carry some brands that Shopbop and Revolve carry, so we have a bit of overlap there, but we have the in-house DailyLook brands and products that are all under $100.  The DailyLook products range between $40 to $100.

AM: What future hopes do you have your current company and what sort of impact do you hope to make on the online retail world?

BR: Our mission was always to inspire women to dress their best and attain the look that they want to create for themselves. We have taken it one step further to make it easier by introducing our online personal styling experience which is what we’re most excited about and we’re seeing the most growth with.  Basically, a user signs up and fills out a style profile which is then submitted to the styling team and matched to the best stylist according to their answers.  That stylist every month will curate 6 to 8 items in a box set to be sent directly to your home on a date you chose and you get to try on items at home and only pay for what you keep.  There’s no risk, because if you don’t like anything you can return everything very easily.  It’s an experience that allows personal styling to be accessible.  It’s not to say people need styling, but you can think of it as a personal shopper.  You might be really busy, and you know what you like but you don’t have time to shop, so to have someone always able to look out for you and think of the best items and have it conveniently sent to you it has resonated really well.  In the first month we signed up 1000 elite prescription customers.  It’s the fasted growing business we made and it’s surpassed all our expectations.  No one else offers it, and hopefully it will continue to grow.

AM: If you could turn back time, would you still create a massively growing start-up with all the stress and time involved with building a large following and revenue?  

BR: I would, actually. I’ve always had the ambition to try to innovate businesses in a way that is meaningful and can add a lot of value to a lot of people and their lives.  Generally it would be technology– a way that you can create technology on a platform that allows you to impact a lot of lives in a positive way.  In this case technology and fashion: if you think about personal styling as whole and shopping, it’s something you would only think of being available to those with the financial capability to partake in it, but it’s a fairly cumbersome process even with money because not everyone has time to schedule an appointment and then go there at a specific time.  There’s only a handful of select clients that would have stylists come to their house, but it’s a very small subset.  We created this model of personal styling and personal shopping to anyone via the internet because we’re able to make the process really efficient and allow the stylist to effectively use their time to help everyone.        – See more and the full interview along with pictures at: http://audreymagazine.com/get-to-know-brian-ree-ceo-and-founder-of-dailylook/#sthash.fgUyjjGN.dpuf

Images Courtesy Of Audrey Magazine Via DailyLook

 

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Audrey Magazine – MBFW Tokyo: Noir FR

Mercedes Benz Fashion Week Tokyo Recap: Noir FR – Min A. Lee for Audrey Magazine

Ah yes, the dark side of spring. While we enjoy seeing the lighter and bolder color palettes Fashion Week Tokyo has to offer, Noir Fr’s designer, Syota Masuda, refuses to leave the blacks and metallics of fall and winter behind. The namesake of the collection explains why such somber tones are used: Noir Frere is French for brothers of black (the base for the designs). Masuda initially studied to be a fashion buyer, but found himself taking the leap to become a designer and produce garments that he felt the market lacked.

Don’t let the darkness hinder you from adding some black into your spring and summer rotation. For the warm temperatures Noir Fr has dresses of flowing, sheer fabrics with cutouts and skirts to pair with metallic paneled tops. On those inbetween days of seasonal transition, check out the iridescent trench coat of bronze and blue or the long-line, minimalist moto collar jacket. With both a men’s and women’s line, Masuda’s designs tackle all the on-going, evolving trends from pro sport textiles to edgy rocker styles with modified elements befitting to his vision. Below are some of Masuda’s Noir Fr S/S 2015 line from Day Three of Mercedes-Benz Fashion Week Tokyo. – See more at: http://audreymagazine.com/tag/mercedes-benz-fashion-week-tokyo/#sthash.mZN1XuPq.dpuf

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Images Courtesy Of Audrey Magazine Via MBFW Tokyo

Composure Magazine – St. Patrick’s Day Style

Fashion Writing + Layout Design—Read the full article here at Composure Magazine as well as more fashion, beauty and celebrity articles!

Images From Composure Magazine (composuremagazine.com) Via Designers And Brands

Audrey Magazine – Designer Kim Tae-hoon

To see more about Kim and images from his collections on Audrey Magazine, click here.

From Audrey: South Korean Womenswear Line, FREAKS By Designer Tae-Hoon Kim – by Min A. Lee

For those of you keeping up with all the street styles coming out of Asia, we found a great designer with clothing accessible to stateside shopping fanatics! Meet Tae-Hoon Kim. Since 2000, he has been curating and perfecting his womenswear line, Freaks.

Working to find a way to represent the beauty of combining masculine and feminine balance, Kim shared with Audrey, “My original designs have been very straight forward and neutral feeling, but this collection for 2015 summer season has deployed more smoothly according to the trend in South Korea.”

When looking at the collection as a whole, you can see how his brand’s characteristics of “asymmetrical organization, aesthetic draping, mathematical crossing and structural formality” come into play.  Fit for navigating a bustling, modern lifestyle, we can visualize any piece of Kim’s collection on the fashionable streets of New York City and Seoul.  When we asked about the main influences behind his work, Kim explained, “It seems I had been looking for many buildings and works of installation and objects of the everyday surroundings before [a] sample design is planned.  I discover carefully and observe these things, and express it as a wearable contemporary character fashion.”

With several pieces available on a newly launched Etsy storefront, it’s easy to get your hands on the South Korean brand.  We picked out our favorite looks from their warm, summery tones and variety in lengths and fabrics.  There’s a nice range of form fitting cuts to dresses easy to move and stay cool in.  You can find more of Kim’s work here along with several look books and fashion films. – See more at: http://audreymagazine.com/south-korean-womenswear-line-freaks-by-designer-tae-hoon-kim/#sthash.Dn1oqhgj.dpuf

Image From Audrey Magazine Feature + Tae-hoon Kim

 

 

Fashion Article – Iikonee

Fashion Article Written For Feature Brand – Iikonee

For those of us living metropolitan lives, caught in the constant daily movements between coffee and career, Iikonee lets us slow down and learn an appreciation for simplicity.  Clothing becomes a reflection of our lives, and there is beautiful classicism to be found within the line’s Spring & Summer 2015 looks.  Vivid white offset by classic navy and black make up the entire architecturally inspired collection, but with comfort and ease.  Spring usually entails overcrowded patterns and bright, summery palettes, but Iikonee keeps to traditional minimalist expectations.

  • Most minimalist designs tend to veer away from girly flirtation, but there is still a perfect dose of feminine appeal with curve flattering shapes and shorter lengths.  While on trend with the midi-skirt and contemporary boxy cuts for their available tops, the ability to wear these pieces over several years is not lost, especially as fads come back just as much as they disperse.  If you’re seeking out a revamp for your career wardrobe and want to move away from the usual suiting options, Iikonee should be at the top of your list.