The personal shopping industry is experiencing a “huge growth spurt,” as Zayna Mosam notes in a recent story for The Baltimore Sun. Mosam is Vice President of Marketing at the Association of Image Consultants International, whose members largely provide personal shopping services. As the industry’s demand grows, companies are expanding to online services in an effort to reach more consumers.
One such company is New York fashion startup Keaton Row, a direct seller that recently raised $1.6 million in its second round of seed funding. Keaton Row pioneered a business strategy that places the one-on-one relationship between stylist and client 100 percent online. The company recruits and vets fashion-savvy individuals from across the country to join its team of stylists. Because stylist commissions come out of Keaton Row’s partnership with retailers, the company provides personal styling services to its 10,000 registered clients free of charge.
Personal shopping services like Keaton Row particularly appeal to a demographic that has the financial means to shop higher-end pieces, but scarce time to curate looks for themselves. Faced with an abundance of retail options, individuals value services that narrow the focus to looks tailored to their tastes and personality. Keaton Row’s online, direct selling business essentially democratizes the model, extending opportunity to anyone looking to style or be styled.