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Brief Published: 14 Aug 2013

Dress-Per-Day Site Aims to ‘Declutter’ E-tail


Australian-born, US-based fashion designer Bruno Schiavi (the man behind the fashion line from celebrity siblings The Kardashians) is launching a new e-tail concept later this month: the One Dress a Day website.

Based on the premise of decluttering a marketplace oversaturated with an often-overwhelming number of options, the online store will release a different style of dress every day of the year. Each item will remain on sale for 30 days – or until the stock sells out.

The dresses – which are rumoured to be variations on classic, feminine styles – will be sold in 28 countries worldwide (territories to be confirmed) and priced at approximately $169. Each dress will also come with its own individual styling tip and micro ad campaign.

Key to this model is its emphasis on flash selling – time-pressured purchasing that’s particularly appropriate for brands courting female consumers (see The Gender Divide Online for more). It’s an area of retail continuing to enjoy a boom. See Flash Fashion Sales for more on how Europe-based brands such as Vente Privée and Lux Fix have tapped the market.  

The demand for ‘fast fashion’ beyond the mass market is being felt offline, too. In March 2013, US fashion label Kate Spade Saturday opened a debut flagship in Tokyo. Its youth-market-grabbing unique selling point is the launch of one new hero product every Saturday – hence the name.

With the spotlight falling on a single item each day, One Dress a Day also taps into the growing consumer mentality for more curated retail offerings. It’s an attitude being satisfied in pockets by subscription-based retailing, whereby consumers pay a recurring fee to have an influencer-curated product regularly shipped to them. See Subscription Shopping for more.