Stylists such as Rachel Zoe came to prominence by helping celebrities look fabulous for awards shows. Now, Keatonrow.com wants to make stylists accessible to the average woman.
Cheryl Han and Eleanor Mak, Harvard Business School graduates, created Keatonrow.com with the goal of democratizing styling for those who need sartorial help, but don’t necessarily know where to get it. “We’re definitely the key customer,” said Han. “It’s about the girl who cares about how she looks and wants to be part of the fashion world, but doesn’t have the time or confidence to know what to buy.”
Keatonrow.com has hired close to 1,000 stylists in more than 30 states in preparation for its launch next week. The site has been in test mode since January.
Keatonrow.com doesn’t charge customers for styling services. Rather, clients pay only for the items they want to buy at prices identical to retail. Participating retailers such as Shopbop.com foot the styling bill, because stores can sell more with the help of a stylist, Han said. “The retailers pay Keaton Row as a highly positioned sales force of influencers/stylists that gives them access to a new and valuable customer base,” she added. Stylists earn a commission on the amount of products sold. According to industry sources, the average basket size is $450.
Keatonrow.com said its conversion rate is 38 percent of customer lookbooks, higher than typical e-commerce sites. That’s because Keatonrow.com is able to “bring the offline experience you find in department stores completely online,” Han said.
Next week’s launch of Keatonrow.com will introduce a new elite-level service for select customers who agree to spend a certain amount of money per item. Keatonrow.com hired seven top editorial and celebrity stylists, including Thomas Carter Phillips, whose clients included Demi Moore, Christina Ricci and Jessica Alba, and Samantha Yanks, editor in chief of Hamptons Magazine and executive fashion director of Niche Media, to work with this high-end segment of its consumer base. “We’ve seen that there are customers who want to pay for an elevated service,” Han said.
Other Keatonrow.com stylists come from the world of retail, where they may have been a sales associate at Saks Fifth Avenue or J. Crew. Others come from the worlds of print and digital. For example, a London-based blogger has signed on, Han said.
All stylists are vetted by the company’s style editor. Keatonrow.com provides each stylist with a catalogue of more than 5,000 items. Han said the number of retailers and the product selection will grow in the future. Stylists also get a personal styling platform and customer management tools and put together virtual look books for customers.
On the site, stylists have their own profile page with a photo of themselves, a blurb about their style philosophy and three looks indicative of their work.
“Our stylists can serve four or five clients per month,” Han said. “Some are doing it much more seriously, serving up to 20 clients a month.”
Keatonrow.com’s advisory board includes Jeffry Aronsson, chief executive officer of Ralph Rucci, and Eric Hoffert, chief architect at Spotify.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion