For us, that means being proactive in everything from trend forecasting to applying the technology we've developed, to different use cases beyond our initial plans.” “The biggest benefit of a start-up is being able to make decisions quickly. As a small company, it's so important to be nimble,” Zeng explains. "For me reinvention is really about adapting to change, no matter what challenges come about in life. So we want validation on our social media and / or newsletter, by asking our customers something like, ‘we only have enough room for one suit - which one do you want, left or right?’ And that tends to work really well because the customer feels empowered and like she’s part of the decision-making process.”Ĭreating a sense of community is also important to Zeng, “by just allowing our customers to engage with us and letting the customer be part of the brand’s growth.”Ī critical part of growth is evolution and reinvention - something incredibly important to Zeng. “The items on our own Instagram are the products the algorithm has already picked up. The algorithm had identified them as a trend, and now it was up to the Choosy customer: they were produced in low quantity as a test, and ended up being a bestseller. The algorithm Choosy employs helps identify what’s trending in women’s fashion and also involves the Choosy customer by having her “vote” and validate products.Ī classic example of an item that was “tested” is a pair of two-colored pants: since it was a forward trend, Zeng was unsure about whether the pants would be well-received or rejected by the community. Choosy is among the wave of these new brands that are actually meeting the customers where they are.”īy producing in small batches, Choosy holds minimal inventory and uses only readily available repurposed fabric, which is eco-friendly. So today that’s where people are getting ideas and inspiration of what new outfits they want to purchase. But someone who is 19 or 20- they really exist more in the virtual world of social media. For example, when we were growing up, we’d go to the mall after school and that's where buying intent really occurred. So on the supply side, we have innovated by being able to dramatically reduce the waste and by producing smarter pieces that people actually want, but also on the demand side, we’re unique because we’re ‘social’ first. “What’s special about Choosy is that we match supply and demand in real time. Thanks to long-standing relationships with hundreds of factories in China (Zeng was raised in China and her family runs some factories there), she identified a network of small, agile textile factories, making it possible to produce a range of items in small quantities -as little as 80 units at a time - practically on demand.
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