Combining StitchFix and Instagram, FlipFit ushers in the next phase of social retail

Nooruldeen Agha, has been thinking about what’s next for fashion retail for years.

The serial entrepreneur behind the Dubai-based online fashion retailer, Elabelz and marketing studio Elephant Nation had always wanted to redesign the shopping experience for how customers actually shopped in stores and online.

“If it was 1994 and we knew what technology is today and we want to reinvent this [shopping] experience… one thought was how we bought our whole life and how we go to the mall,” says Agha. 

Shopping is, for most people, a social activity. Friends go to the mall or department store together to try on clothes and ask each other for advice. Most online and offline shopping experiences are completely divorced from that, Agha said.

“Fashion shopping has always been a social experience,” said Agha, co-founder and co-CEO of Flip, in a statement. “The decision for today’s shoppers to buy happens once they receive validation from friends and family, but e-commerce has made shopping very isolating. We are connecting the social behaviors of shopping, which were previously only possible offline, with a virtual experience.”

So he wanted to take the social aspects of Instagram and the subscription box and retail elements of

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