FASHIONABLE WEATHER: Wearing shorts in a snowstorm? Pose, the photo-sharing mobile app that lets real people and style celebrities such as Rachel Zoe and Coca Rocha flaunt their outfits, is out to make sure that doesn’t happen by giving its users a tool to avoid wardrobe choices inappropriate for the weather. On Tuesday, it launched Fashion Forecast, a service that sends climate-controlled outfit recommendations — one dressed up and another dressed down — via e-mail five days a week. Users who want to get the e-mails sign up for them at pose.com/weather and enter their zip codes. Pose, which collects a portion of the affiliate fees from sales originated on its platform and has attracted advertising dollars from the likes of Coach, Intermix and L’Oreal Paris’ Feria brand this year, is riding the personalization wave with Fashion Forecast and is trying to keep itself relevant to its users by entering their inboxes regularly. Based in Santa Monica, Calif., Pose launched its first product in January 2011 and now has 1.5 million registered users. It has raised $4.6 million from investors that include GRP Partners, True Ventures, Mousse Partners and Founder Collective.
June 12, 2013