With the advent of mobile and online platforms, the democratization of fashion is accelerating faster than ever. Numerous services have popped up that focus on tailoring experiences, selecting outfits and building wardrobes. Relatively new technologies, including high-quality mobile cameras and, now nearly ubiquitous, social media platforms, mean human-to-human interactions can be scaled in ways never before possible—providing the ideal environment for high-quality personalization. In this report, we profile WISHI, an online and mobile platform that allows users to connect with personal stylists who then help them create the perfect outfit.

Personal Stylists for the Masses

WISHI (which roughly stands for “wear it, share it”) is tapping into this emerging consumer trend by bringing personal stylists to the masses. Individually styled, meticulously curated outfits are no longer only for the rich and famous. Now, anyone willing to spend $20, $50 or $100 can get access to an “Influencer Stylist,” an “Expert Stylist” or a “Celebrity Stylist,” respectively. Through the company’s platform, customers can get advice on what items of clothing to combine from their wardrobes or discover new pieces that they can purchase online, crafting outfits to wear for any occasion.

WISHI’s offering to create a personalized style Source: Company website

WISHI began as a way for women to share wardrobes online and crowdsource outfit ideas. The company later pivoted to connect users to vetted stylists, giving more focused, higher quality suggestions. Users can also find new clothes for purchase based on stylist advice.

Partnering to Expand its Reach

WISHI is expanding its reach by partnering with various companies. At the end of November, the company held an event with WeWork to showcase its mobile app and styling abilities, and hosted a panel with the founders of B SIDES and Karla Welch, a notable celebrity stylist. WISHI has also partnered with ebay so users can buy directly through the WISHI app—and get a 25% discount. The company says it has over 500 stylists for every style, including “trendy,” “elegant” and “BOHO.”

ebay x WISHI promotion online Source: Company website

WISHI is not the only company playing in this space. STYLELAB connects customers to on-demand personal wardrobe stylists. Trunk Club, owned by Nordstrom, helps users design a customized package of clothing based on an electronic look book and a conversation with a stylist. Rent the Runway allows shoppers to wear designer label, fashionable apparel without having to invest in purchasing the items. Even for higher-income, urban consumers, Walmart is experimenting with a text message-based, concierge-esque “Jetblack” service through its subsidiary Jet.com, which lets employees help customers with purchases from restocking paper towels to finding presents for their kids’ friends. All these services were once limited to a very select group of high-tier shoppers, but are becoming increasingly available to the masses.