Guys buy without shopping

WearitLiam Houlahan saw a gap in the market centred on his aversion to shopping and those of his friends, who relied on their better halves to ensure a supply of suitable clothing.

The software developer met this gap through a site he developed called Wear It, which is an online social platform that leverages the expertise of girls to shop for guys.

Before developing the site, Houlahan tapped into some universal truths that assisted him come up with the bespoke technology to meet the male need for attractive clothing.

The universal truths according to Houlahan are that guys do not care about shopping for clothes but they do want to impress girls with their attire and that every girl has an inner fashion advisor and a part of her that wants to tell the guy what to do and wear.

Men can create a profile detailing their name, age, a photo and an indication of what clothes they are after. Women create an account and choose a man they wish to style based on their profile.

Women then choose an outfit for the man from a range including Topshop Man and Hallensteins by selecting one item from each category and then sending the suggestions to him with a message. The man chooses whether to act on her advice and can buy the items either online or instore.

“The beauty of the product is that it encourages recommendation and engagement,” adds Houlahan.

“Retailers love it because the elusive male demographic is engaging with clothes three times a week and shopping once a month.

“And every day a dashboard comes up with a list that reveals growing usage.”

Houlahan points out that about one in five will purchase something after it has been suggested on Wear It, and this is mostly done instore.

The aim is to create a personalised and carefree shopping experience for men, but there are advantages for women too, he says

“When the girls go online, for starters they get to shop, and the second thing is when they use the service, they get to build up their profile as a stylist, if you like, and they can earn rewards from there to shop for themselves,” explains  Houlahan.

Wear It began a year ago, and quickly attracted 1000 New Zealanders with its initial website. It now has more than 7000 people, with the largest interest coming from 16 to 25-year-olds.

Wear It will be launching a new site in New Zealand before looking to tap into overseas markets.

There will also be a Wear It app available soon.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.