These 3 tech-savvy fashionistas make grand entrance to solve women’s fashion woes

Check out their fashion app dedicated for women.

From a company made up of three female co-founders, Fashory argues that women love dressing up but often lack inspiration on fashion trends. As a result, they spend hours browsing on e-commerce sites to find what they really want to buy while fashion firms lose opportunities to capture these sales and potential profits aren’t made. Fashory comes to the rescue as it aims to bring shoppable trends to female consumers through its mobile application.

Fashory’s founding team which is composed of Emmy Teo, Rena Koh, and Faith Teo, were casually chatting and all felt that there was a lack of an instant, up-to-date fashion source they can refer to. The question they want to solve, “where can women look at the trends and shop directly?” They then conceptualized and built Fashory to allow female consumers to gather inspiration from fashion trends around the world while recommending apparels and accessories.

According to the founders, Fashory offers customised recommendations to suit every user’s taste and preference from a list of over 1,000 brand partners they work with. This, they say, not only saves the consumers a lot of time but also works in favor of all their brand partners in closing the sales loop by targeting the right audiences.

Fashory also boasts of providing smart recommendations to improve and provide a positive and intuitive shopping experience for their users. “This will allow the busy female working executive to get recommendations and inspiration on what they can shop, greatly enhancing their mobile shopping experience,” they said.

Currently available on Apple and Android App Stores, Fashory has attracted 25,000 downloads even while in beta version within 3 months of limited marketing efforts. The team also had seen 52,123 pictures uploaded over 2 months and 6,012 active monthly users.

The all-women team

Fashory’s closest competitors in SEA are mostly run by men, except for one or two companies. Fashory boasts that they are an all-girls team which makes them the best candidates to understand and provide a solution to their own problems.

Emmy, Rena and Faith have been working together on a startup and various development projects for clients such as OCBC, Fuji Xerox & Canon for the past five years. Unlike most startups that consist of fresh graduates, the founders of Fashory claims that each individual in Fashory have had relevant experience working with MNCs and are sought after by top companies for their expertise.

On top of having the relevant experience, the team also has a strong passion for building products that delights their passionate community, thus, they have come together once again to devise a technological solution to disrupt traditional fashion industry.

Over drinking

Speaking of strong passion, this all-women team have suffered from alcohol poisoning on several occasions due to over drinking in order to build better relationships with their clients. The founders told SBR that as a whole, they have a pretty low alcohol tolerance levels but being in the fashion industry means that they often have to have discussions and meetings with their clients in an informal setting such as bars.

“More often than not, we are expected to drink quite a lot as we maintain the conversation while looking cool. One of us also have the nickname of the Merlion and surely you can guess why,” said one of the founders.

Fundraising

Fashory is rather lean and early in terms of fundraising. They were able to have support from MDA IDMPO iJAM with $50,000 grant and have managed to secure another $100,000 angel investment. Currently, Fashory is looking for strategic partners with domain expertise in scaling & managing digital products. The founders said they will be also raising funds to support the growth of the company.

In the future, the founders shared that they will be pushing the app into top five in the Apple AppStore for their target markets. As for the android platform, the team has secured a banner space on the Samsung Galaxy apps as a featured app. A series of O2O (Online to Offline) events will also be carried out to engage the social influencers and fashion community, they added.

Aside from conducting marketing and PR activities, the team has also planned out the business roadmap to prepare and ensure that Fashory would be ready to successfully raise funds.
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COMPANY PROFILE

Company Name: Fashory
Founders: Emmy Teo, Rena Koh, and Faith Teo
Website: thefashory.com
Total funding at hand: $150,000
Source of funding: iJAM, Angel investment
Start of Operation: 2013

For startups wanting to be featured, send your message to Lee Anne Babierra at research@charltonmediamail.com