PICK A DRESS: If an apple a day keeps the doctor away, what will a dress a day do? The customers at One Dress a Day, a Web site launching Aug. 26, are bound to find out. Created by Bruno Schiavi, whose company Jupi Corp. partners with the Kardashian sisters on the Kardashian Kollection, One Dress a Day will offer a dress style daily at an average price of $169. Manufactured domestically, the dresses will feature beading, classic cuts and feminine silhouettes.
“I always try and look at gaps in the market and come up with something new that nobody else is doing out there. At three in the morning, I stood upright in my bed and thought, Wouldn’t it be amazing if I tortured my team and launched a new dress every day, 365 days of the year?” said Schiavi. “No other company has launched a brand new product every single day with a brand new ad campaign and a new styling tip.”
This story first appeared in the August 5, 2013 issue of WWD. Subscribe Today.
Although dresses, which are sized from XS to XL, are introduced daily, they will be available for 30 days or until supplies run out. The target customer is “anyone from the ages of 25 to 40,” explained Schiavi. “We have maxidresses; we have body-con dresses; we have skater dresses, a little bit of everything. We are trying to make sure we have styles you can wear from the desk to dinner. ”
One Dress a Day will be available to customers in 28 countries at the outset.