360° Coverage : Designer Spotlight: Live The Look Democratizes Fashion With...

2 Updates
Designer Spotlight: Live The Look Democratizes Fashion With Every Click

Designer Spotlight: Live The Look Democratizes Fashion With Every Click

Feb 6 2014, 1:44pm CST | by

Wouldn’t it be great if online shopping was a more personal experience? As if someone magically knew your ever-evolving style preferences, your various clothing and shoe sizes, plus the foundation...

Filed under: news

 
 
 

36 weeks ago

Designer Spotlight: Live The Look Democratizes Fashion With Every Click

Feb 6 2014, 1:44pm CST | by

Wouldn’t it be great if online shopping was a more personal experience? As if someone magically knew your ever-evolving style preferences, your various clothing and shoe sizes, plus the foundation pieces you already have in your closet and, then, with only a few clicks, feature a selection of unique complimentary goods available for immediate purchase – all for free and with very little effort on your part.

Twitter’s former fashion marketing executive, Francesca Helina, just may have made your fantasy online shopping experience a reality with her new fashion venture, Live The Look.

From Tweetwalking to, now, customized shopping, she’s once again bringing the latest in high-tech to the fashion front with a mission to make style economically accessible, but still appropriate and flattering to the professional woman.

Let’s find out more about this pioneering e-commerce approach directly from Francesca, Founder & CEO of Live The Look:

DS: Twitter has a fashion department? Most of us don’t think of tech and fashion in the same thought bubble. Tell us how that happened and what role you played? Any examples of how you merged these two worlds?

Francesca: You are right! Fashion and tech don’t usually go hand in hand although I find the fashion community always wants to get more technically adventurous and the tech community always wants to create products that have a very refined design aesthetic, so there are some parallels.

I naturally started working with a few large fashion entities on Twitter out of my own interest and instinct. I knew that fashion was one of the top followed areas on the platform and understood that the community would drive phenomenal content as well as potential revenue on the commerce side. As I educated and activated key brands, media, influencers and designers, I found myself drawn to helping people get more technically creative with integrating Twitter into their traditional efforts. The best example I can think of is when I worked with the social team at Burberry to create the first “Tweetwalk.” They wanted to create a digital edge that appealed to their followers at their traditional runway show. We came up with the idea that they could Tweet out a photo of the model from backstage just prior to her hitting the catwalk. Twitter followers would get first access to the looks and the photo content was only proprietary for a few moments, creating a sense of urgency to tune in. Needless to say, it was a huge success.

DS: What inspired you to found Live The Look? Were your efforts to democratize fashion through the use of Twitter a factor?

Francesca: I wanted to create Live the Look because I felt that women deserved more from an e-commerce experience. Every day we all get up, head to our closet and wonder what outfit to put together on our bodies. We may feel adventurous or safe or cold or sassy or spontaneous, but we all have to still get dressed. There was no option out there that actually tried to help women make that choice and took into account that we already have clothes – most likely quite a lot of them – sitting around.

There are a ton of pages and sites out there meant to inspire us through photos and media into copying what they wear, but I find them to be overall very aspirational instead of realistic in price or in wearability. I wanted to take what I did at Twitter with democratizing fashion experiences or content and try to democratize fashion commerce by making it reflective of real women and real choices.

DS: Professional women are incredibly busy and want easy to use online shopping tools that quickly give us accurate results. How does LTL support us and in what ways is it different from other curated ecommerce sites? Explain your pioneering use of Artificial Intelligence (AI) at Live The Look?

Francesca: Live the Look is unique in that it creates a personalized shopping page for each customer that reflects the styles she likes and the key basics she owns in her closet. There is no guesswork around the products since everything is visually associated with your preferences. You are not left on a product page wondering what you would wear with a new top, because we show you that it would look great with your black pants you told us about when you took our quick quiz to sign up.

We can do this via our unique product categorization schema, a styling engine that utilizes algorithmic AI to create the custom experiences. We spent many months prior to launch testing and running the engine with over 1,000 different items to ensure we could generate quality results every time. From our current beta site, we intend to increase the specificity of the engine and the breadth of items offered.

DS: Why is it important to you to introduce and support indie brands and ‘Made in the U.S.A.’ clothing and accessories to your Live The Look customer?

Francesca: I am a big believer in the courage and scrappiness of new brands and designers. I want to be able to support and discover them via a growing platform like Live the Look./>/>

We currently carry a set of fantastic brands made in the U.S., but another important factor is that they also create high quality, unique, on trend, wearable items that you are not going to see your friends in or find on a stranger walking towards you down the street. If that roster starts to include international brands that meet our quality and style bar, I am happy to include them in the future and increase our selection.

DS: Live The Look is making its transition from beta to a full launch in March. What are some upcoming features, products and more that shoppers can expect?

Francesca: I would say that we are working very hard to broaden out our roster of items and make the styling engine even more useful. We also intend to go beyond only driving commerce on the site. Coming from a social background, I always look to create a product that people want to visit every day. We are going to launch features that create a destination where people want to visit us more frequently. We will create styling resources, fun and community on the site as well as unique items to purchase.

DS: I noticed you’re on the International Olympic Committee…is this a passion for you? How else do you enjoy spending your time and expressing/sharing your interests and talents with the world?

Francesca: I have worked as a consultant for the International Olympic Committee for a few years now and truly enjoy it. The team and sense of innovation is phenomenal – I find myself inspired as well as educated each time we complete a project together. I actually created an Olympic Fashion Tumblr for them and have such a blast running it during the Games!

I also love to spend time with young female women in business and try to take a few coffee dates a month to sit down and talk. I think there are so many choices out there and learning experiences to be had – I try to encourage younger women to really think through what’s important as they navigate their early career.

For more information on Francesca & Live The Look, visit www.livethelook.com.

Do you have a fashion designer, brand or company you would like featured on Forbes Style File: Designer Spotlight? Let us know in the comments section.

Kristina Moore is a style expert focusing on visual presentation as a dynamic professional tool. She is the founder and editor of Corporate Fashionista. Kristina welcomes your comments and questions.

Source: Forbes Business

 
Update
2

7 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a n ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

7 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tra ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Heart attack ups depression risk in women
London, Oct 20 (IANS) Women are at a higher risk of developing anxiety and depression after a heart attack than men, new research shows.
 
 
Vitamin B12 could detoxify pollutants
London, Oct 20 (IANS) Looking at how certain organisms manage to lower the toxicity of pollutants, researchers have discovered that vitamin B12 could be the key to combating pollution.
 
 
'More electricity access in India entailed small climate impact'
London, Oct 20 (IANS) Brushing aside apprehensions about India's growing energy consumption, researchers have found that improving household electricity over the last 30 years in India contributed only marginally to the growth of the nation's total carbon emissions.
 
 
Gene mutation linked to leukaemia occurs among elderly
Washington, Oct 20 (IANS) At least two percent of people over age 40 and five percent of people over 70 have mutations linked to leukaemia and lymphoma in their blood cells, according to research at the Washington University School of Medicine, St. Louis.
 
 
 

Latest from the Network

Bush shoe-tossing painting hits record at Doha auction
Doha, Oct 15 (IANS/EFE) A controversial painting by Iranian artist Mahmud Obaidi, depicting an Iraqi journalist throwing shoe in 2008 at then US president George W. Bush, was sold for $62,500 at a Sotheby's auction in...
Read more on Celebrity Balla
 
US offers $45 mn bounty for eight terror leaders
Washington, Oct 15 (IANS) The US said Tuesday it is offering rewards totalling up to 45 million dollars for information on eight key leaders of the Al Qaeda in the Arabian Peninsula (AQAP) terrorist organisation. The...
Read more on Politics Balla
 
UNSC extends peacekeeping mission's term in Abyei
United Nations, Oct 15 (IANS) The UN Security Council (UNSC) has renewed the mandate of the UN peacekeeping mission in the Abyei border region between Sudan and South Sudan. In an unanimously adopted resolution, the...
Read more on Politics Balla
 
Ebola cases in West Africa could reach 10,000 per week: WHO
Geneva, Oct 15 (IANS) The World Health Organisation (WHO) has warned that the Ebola epidemic in West Africa could reach 5,000 to 10,000 cases per week by the first week of December. "Quite frankly, ladies and...
Read more on Business Balla
 
Turkey, Singapore sign strategic partnership agreement
Ankara, Oct 15 (IANS) Turkey and Singapore have signed a strategic partnership agreement to boost economic, political and cultural cooperation, as well as security collaboration, during the official visit of...
Read more on Politics Balla
 
Christina Aguilera is returning to 'The Voice' USA
Christina Aguilera will return to 'The Voice' USA next year. The 'Your Body' hitmaker, who previously shared a rotating spot on the judging panel with Shakira, has been replaced by Gwen Stefani this season as she is...
Read more on Celebrity Balla
 
Kesha's music producer hits back
Kesha is being countersued by her record company boss, Dr. Luke. The 41-year-old music producer, who runs Kemosabe Records, claims the 27-year-old 'Tik Tok' singer is a liar and is trying to extort him after she accused...
Read more on Celebrity Balla
 
Jason Derulo won't get back together with Jordin Sparks
Jason Derulo insists his split from Jordin Sparks is permanent. The 'Talk Dirty' hitmaker, who recently ended his relationship with the 'No Air' singer after three years of dating, has ruled out getting back together...
Read more on Celebrity Balla
 
Josh Groban feels 'very lucky' to be dating Kat Dennings
Josh Groban feels ''very lucky'' to be dating Kat Dennings. The 'Brave' hitmaker was very nervous before singing in front of the '2 Broke Girls' actress for the first time at the Carousel of Hope Ball in Beverly Hills,...
Read more on Celebrity Balla
 
Australian Richard Flanagan wins 2014 Man Booker prize
London, Oct 15 (IANS) The first Man Booker prize to allow American nominees was Tuesday night won by an Australian, with Richard Flanagan triumphing for a novel of love and war that tells the harrowing stories of...
Read more on Celebrity Balla