As the Most Innovative Consumer Behaviour & Shopping Intelligence Platform – 2022, FashWire has an exceptional reputation to maintain. It provides the consumer with the power to provide leading brands with helpful feedback, thereby revolutionising the way fashion labels cater to their audiences.
FashWire’s dynamic two-sided marketplace for discovery and shopping is redefining the way its portfolio of fashion designers and brands receive critical information about consumer trends. The platform uses technology to tailor the customer experience and enable the organic discovery of global fashion. It has created an interactive experience that allows the customer to become the influencer, which it accomplishes through its social integration capabilities, such as swiping, liking, and following.
Upon joining the platform – be it through the cutting-edge app or website – customers receive access to a curated selection of over 30,000 products from more than 400 fashion brands worldwide. Henceforth, it has been a hit with consumers and institutions alike, receiving dozens of positive reviews and recognition from industry leaders. For example, FashWire boasts a vast collection of awards, including 2022’s Best Fashion Marketplace at the Glossy Fashion Awards – a ceremony that showcases those that have defined the beauty and fashion worlds over the past year.
‘We provide the consumer responsible intel and ways to purchase sustainable fashion and conscious beauty brands. Today up to 30% of new fashion products worth billions of dollars never get sold and end up in landfills,’ explains Kimberly Carney, the company’s founder. ‘Giving our brands real-time data and actionable insights on what is resonating with the consumer allows them to make smarter production decisions, therefore reducing excess product and wastage of clothes that do not sell thereby significantly positively impacting our environment.’
The company currently maintains the brands it acquires across forty different countries. Its global reach is thanks to the fact that its team travels across the globe in order to find suitable brands, and in addition, the company treats its consumers as its business partners. This approach is entirely unique as it transgresses traditional boundaries through giving the customer control – this can be seen within FashWire’s approach to sustainability. FashWire provides the consumer with the ability to make responsible and powerful decisions in regard to their purchasing power in the fashion industry.
Whilst this does, of course, make the company unique, it is not the only interesting aspect of the platform. As Kimberly states, ‘we are designer and brand advocates, not product driven. It is about the partnerships we establish with the brands, focusing on their purpose and the ability to give them a voice. We are not about pushing product specifically. Additionally, FashWire’s proprietary swipe technology gives consumers the opportunity to give their feedback and be influencers while giving brands important insights on what is resonating with consumers. This instant consumer feedback allows designers to make better production decisions as they are getting vital insights in real-time.’
Behind the FashWire magic is a team of passionate individuals that Kimberly describes as ‘true assets’ to the business. They are creative, intelligent, and boast extensive backgrounds in the fashion industry. Furthermore, the FashWire team works exceptionally hard in order to drive the company towards its goals – they are as equally as passionate as Kimberly is about the future of the business. As such, FashWire thrives upon collaboration, which has contributed immensely to the company’s growth and success.
Kimberly adds, ‘diversity, engagement, and inclusion are core to our company values. Not only are we focused on hiring diverse talent, but we also ensure they are treated with respect and support. The company is female founded with a 90% women-led team and 50% of the entire team are culturally diverse.’
The closeness of the team is an exceptional benefit, especially in the wake of the Covid-19 pandemic. It enabled FashWire to be ahead of the curve prior to the initial outbreak, which meant that instead of suffering like many wholesale companies, the pandemic accelerated the platform’s growth. Indeed, adoption increased as FashWire is uniquely positioned to give brands a digital platform to showcase their collections and interact digitally with global consumers. Moreover, as consumer trends changed – more people took to the internet to shop – the company’s mobile apps fit that needed role for product curation by blending personalisation and human facilitation.
In terms of consistent industry trends, Kimberly notes, ‘with personalisation becoming more and more relevant to understanding the consumer, it is becoming increasingly important to adapt and stay ahead of the curve. Our technology empowers consumers to give brands direct feedback on what they like, and also gives brands data based on consumer behavior. This information in turn allows the brands to tailor their products to the consumer’s needs and to personalise their offerings. And that’s just the beginning — we see a future where personalisation is going to become increasingly important for brands to differentiate and, with FashWire, they have a technology platform that they can rely on.’
The future is coming fast, yet FashWire’s position means that its path forward is clear. It endeavours to be the premier platform for an engaged, sustainable, and inclusive shopping experience between designers and consumers. It is with this in mind that the company is introducing a plethora of plans to the pipeline that will bolster both the company’s growth and its connections with consumers and partners. A key example of this is FashWire’s current work to localise its apps to support different languages.
‘Our success will be driven by staying true to our purpose and mission as we continue to leverage technology for even stronger brand-consumer connectivity. We launched into the multi-billion-dollar beauty industry with GlossWire in February 2021 and already disrupting the beauty space with over 225 brands and are currently building CasaWire, to bring home + décor brands to shoppers with the same compelling experience. CasaWire launches September 28th, 2022,’ concludes Kimberly.
For business enquiries, contact Kimberly Carney from FashWire on their website – https://www.fashwire.com
