August 8, 2013
Will ‘One Dress A Day’ Redefine Fast Fashion?
An article on PSFK says a new fashion website, One Dress A Day, may give new meaning to the term fast fashion. It’s also possible that when the site launches on August 26 it may provide a new way to look at the flash sales concept.
So, what is One Dress A Day? According to the company’s site, it is "the first ever online store to release a new dress — every day — for 365 days of the year. Limited edition, made in USA and sold worldwide."
The idea for the site came from designer Bruno Schiavi.
"I always try and look at gaps in the market and come up with something new that nobody else is doing out there," Mr. Schiavi told Women’s Wear Daily. "At three in the morning, I stood upright in my bed and thought, Wouldn’t it be amazing if I tortured my team and launched a new dress every day, 365 days of the year. No other company has launched a brand new product every single day with a brand new ad campaign and a new styling tip."
While dresses will be launched one at a time, consumers can place orders for up to 30 days while supplies last. Women between 25 and 40 are the target market and Mr. Schiavi and his team will create dresses in sizes from XS to XL. The average price for a dress will be $169, and delivery, at least in the U.S., will be free.
BrainTrust
Recent Discussions
Discussion Questions
What is your reaction to the One Dress A Day e-commerce concept? Is it something you expect others to emulate?
Poll
As a shopper, this idea is a great way to satisfy the “fashionista’s” never-ending lust for what’s new and cool. The stickiness created by the daily flash sale is a concept most fashion-oriented women are familiar with and use frequently. I hope the designer pays close attention to sizing and lets consumers comment on fit as well. A key success factor could also be “returnability,” given the sizing variations in people and apparel in general.
I could see a retailer like Macy’s emulating this; it would be a great way for engagement with shoppers, especially if you can identify up front which categories you want to see merchandise from.
“ShopperAnnie” is looking forward to checking this out and I’ve logged time in my calendar to do so on the 26th!
This is an interesting concept, but to make it more of a business model and less of a gimmick, the quality and demand for the clothes must be there. The limited time feature will help with the supply and demand concept, but if the clothes aren’t great, people will just look to see what’s new but not necessarily purchase. I would expect to see some copycat retailers of other products, most specifically accessories.
Great idea! Love the fact that the dresses are made in the USA! Other categories that could try this: shoes, hand bags, hats, and wine (already being done by Wines til sold out).
WTSO.com has a similar model with a wine being offered each day at a 30-60% discount. Until I got myself under control, the UPS man was delivering 4-6 bottles to my house 2-3 times each week.
The challenge with the model is consumer fatigue. How many dresses can she buy?
They may be able to design and produce One Dress A Day, but nobody is going to buy that many—especially at $169 apiece.
So, the question is, how many dresses does the average mass fashion house release every year? It isn’t 365 but the delta between a year’s worth of ODAD and the industry average begins to size the market.
Next, I guess you’d have to ask if this isn’t just variety for variety’s sake, or whether each of the 365 designs stands on its own as a viable offering.
My guess is we won’t be writing about this in five years.
The model is interesting, but the price point dooms this new company to niche status. Those of us who are funding kids’ college educations will stick with Shop It To Me, which helps us identify cool merchandise that’s on sale for significantly less.
“Wouldn’t it be amazing if I tortured my team and launched a new dress every day?”
Isn’t it refreshing someone has eschewed all the usual pablum about respecting employees or (even) treating them like family and cut right to the chase? Okay, okay, I know it’s meant largely tongue-in-cheek, but still….
Anyway, back to the site itself: I agree it’s an appealing gimmick, at least to some people for a while, but I feel it will have to deliver a quality product at a good price at some point if it’s to last…just like any other business.
Target should buy this company (remember yesterday’s discussion about DermShop.com?).
So glad I’m not in the target demographic…I’d be tempted to increase my clothing budget substantially.
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As a shopper, this idea is a great way to satisfy the “fashionista’s” never-ending lust for what’s new and cool. The stickiness created by the daily flash sale is a concept most fashion-oriented women are familiar with and use frequently. I hope the designer pays close attention to sizing and lets consumers comment on fit as well. A key success factor could also be “returnability,” given the sizing variations in people and apparel in general.
I could see a retailer like Macy’s emulating this; it would be a great way for engagement with shoppers, especially if you can identify up front which categories you want to see merchandise from.
“ShopperAnnie” is looking forward to checking this out and I’ve logged time in my calendar to do so on the 26th!
This is an interesting concept, but to make it more of a business model and less of a gimmick, the quality and demand for the clothes must be there. The limited time feature will help with the supply and demand concept, but if the clothes aren’t great, people will just look to see what’s new but not necessarily purchase. I would expect to see some copycat retailers of other products, most specifically accessories.
Great idea! Love the fact that the dresses are made in the USA! Other categories that could try this: shoes, hand bags, hats, and wine (already being done by Wines til sold out).
WTSO.com has a similar model with a wine being offered each day at a 30-60% discount. Until I got myself under control, the UPS man was delivering 4-6 bottles to my house 2-3 times each week.
The challenge with the model is consumer fatigue. How many dresses can she buy?
They may be able to design and produce One Dress A Day, but nobody is going to buy that many—especially at $169 apiece.
So, the question is, how many dresses does the average mass fashion house release every year? It isn’t 365 but the delta between a year’s worth of ODAD and the industry average begins to size the market.
Next, I guess you’d have to ask if this isn’t just variety for variety’s sake, or whether each of the 365 designs stands on its own as a viable offering.
My guess is we won’t be writing about this in five years.
The model is interesting, but the price point dooms this new company to niche status. Those of us who are funding kids’ college educations will stick with Shop It To Me, which helps us identify cool merchandise that’s on sale for significantly less.
“Wouldn’t it be amazing if I tortured my team and launched a new dress every day?”
Isn’t it refreshing someone has eschewed all the usual pablum about respecting employees or (even) treating them like family and cut right to the chase? Okay, okay, I know it’s meant largely tongue-in-cheek, but still….
Anyway, back to the site itself: I agree it’s an appealing gimmick, at least to some people for a while, but I feel it will have to deliver a quality product at a good price at some point if it’s to last…just like any other business.
Target should buy this company (remember yesterday’s discussion about DermShop.com?).
So glad I’m not in the target demographic…I’d be tempted to increase my clothing budget substantially.