MIT graduate Jessie Zeng has raised $5.4 million to build the next algorithm-based fashion website. Zeng spent hours in our dorm room fantasizing over wearing outfits seen in viral Instagram posts. Now, she is helping millennials look and feel confident while wearing outfits similar to those marketed by celebrities.
Zeng’s company, Choosy, uses problem-solving operations conducted by a computer to find the most popular clothing items from celebrity Instagram accounts. Zeng saw several repeat questions and phrases under top trending Instagram posts: How can I purchase those clothes? What brand is that shirt? I wish I had that outfit in my closet!
Zeng and her co-owners started the online retail website by putting together four algorithmically-inspired outfits from the Hadid modeling sisters. The items sold out almost instantly. There were tens of thousands of people placed on a waiting list.
Choosy can get you a trendy outfit in just two weeks time. Zeng’s immediate family members own several textile manufacturing companies in China. Manufacturing duties of Choosy products get sent to nearby factories in China to speed up production and meet the growing demand for Choosy outfits.
Zeng keeps most shirts, shorts, and dresses at a competitive price of $50, although thick jackets and other fabrics can sell at a premium price of $100. The company can keep its manufacturing costs low by shipping directly to the consumer. All the customer has to do is select an item off of her website, enter in shipping and sizing information, and Choosy employees complete the rest of the work. You will be able to get new clothes and fabrics without having to leave your home.
The site is scheduled to go live in July 2018. Zeng is encouraging Instagram users to comment hashtag #getchoosy on trending posts with outfits that they find appealing.