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by Clive McKenzie | Telegraph-Journal
July 23, 2015
SAINT JOHN • Soon New Brunswick women will be given the exclusive opportunity to acquire a "revolving online wardrobe" with a new smartphone application called Ella. With Ella, women will be able to buy and sell clothing while enjoying all the comforts of a close-knit community.
According to tech startup entrepreneur Kelly Lawson, one of the founders of the app, Ella is designed to foster interpersonal connections that are inspired by the love of fashion.
"Ella has a deeper social component than any of our other competitors," said Lawson. "What I’ve learned from our testing period is that women like to buy and sell within their own communities. It improves credibility and creates friendships."
The app, which launches Aug. 23, incorporates an interface where users develop a personal profile. From there they are able to search for clothing and accessories based on the category or brand of the item.
"In the U.S. the average woman spends $288 on clothing a month and in as little as four weeks 50 per cent of those purchases will be obsolete," said Lawson.
Instead of gathering dust in the closet, unused clothing can be given multiple lives with Ella. Lawson also remarked that most of the items being sold are in perfect condition. Lawson, along with a small group of business partners, used Facebook to test the concept of the app. Currently the "Shop Our Closets Saint John" Facebook group has more than 1,800 members. Women who are buying and selling garments and accessories use it actively.
"This really validates that people will actually do this," said Lawson. "It’s one thing for people to say that they will use it and it’s a completely different thing for people to actually use it on a regular basis."
Since the Saint John Facebook page began, Lawson and her team have created similar pages from Kelowna, B.C., to Halifax.
On Aug. 23, there will be an official launch event and exclusive celebration for the women of the Facebook group. Tickets are available online.
"We are shaping development of the app based on what customers want and not on what we think is cool," said Lawson. "The most important thing is to appeal to the users."
Lawson and her business partners want to revolutionize how women shop for clothing and curate their wardrobes.
"It really gets us excited because it’s so different than what’s currently out there," said Lawson. "We have an opportunity to create an economy of women."
For more information on Ella and also to sign up for all the latest updates from Lawson and her team, go to http://www.thisisella.com.
Read the full Telegraph-Journal article at http://sologi.co/1TTtOt8
#fashion #thisisella #startupeast
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