(Keaton Row)Keaton Row is a web-based experience that provides styling services––wait for it––free of charge. By utilizing technology and social media elements, co-founders Cheryl Han and Elenor Mak virtually connect their pre-screened stylists with clients all over the country.
Han and Mak are friends and former Harvard business students, who recognized the busy woman's need for "an efficient, but still personal, shopping experience." United by their love of fashion, the duo created such a site to offer two unique experiences: the Client experience and the Stylist experience. With her "classic and refined" style, Mak manages the stylist community as well as product and technology. Han, whose personal style is “sexy with an edge,” oversees marketing, public relations and retail partnerships; here, she gives StyleBistro an inside look on how the pair brought their innovative, interactive solution to life:
What was the most difficult part about making your vision a reality?
The moving pieces! When people hear about Keaton Row, the reaction is often, "What an intuitive idea! I can't believe this service doesn't already exist." We can tell you why. Turning Keaton Row from a vision of bringing the luxury of personal styling to every woman meant not only creating a great shopping experience for our clients, but also building a community of stylists that could deliver that experience; [meanwhile] creating a brand that would attract the retail partners to supply our stylists with the quantity and quality of merchandise to style their clients.
Was it difficult getting retailers onboard?
Our retailers are most sensitive about partnering with sites that are consistent with their branding, positioning and target customers. Given the influence of our stylist community and the quality of the experience they deliver to their clients, our retail partners have all found great marketing and sales value in their partnership with Keaton Row.
Do either of you style?
We are both proud Keaton Row clients. We are constantly inspired by the lookbooks our stylists create, and one of the great perks of being co-founders is having our very own Keaton Row Stylists who have helped us define our style and keep our wardrobes current despite extremely hectic schedules.
Here's a look at the Client Experience.
Step 1: Style Quiz - Determine Your Preferences.
Step 2: Fit Details - Determine Your Needs.
Clients that sign up are directed to take a quiz to help stylists find them pieces that will best suit their needs and preferences.
Step 3: Meet Your Stylist.
Once assigned to a stylist, clients can request personalized lookbooks for various occasions or browse and shop featured lookbooks instantly. There is no commitment to sign up. The only cost is for the items a client chooses to purchase for the exact same retail value. Additionally, the site allows clients to purchase products from a wide range of retailers, including Nordstrom, Les Nouvelles, SHOPBOP and ASOS, all from the convenience of one source. Ready to get started? Click here.
And, finally, the Stylist Experience.
(Photos: Courtesy Keaton Row)
Stylists are free to create their own lookbooks, utilizing thousands of items from partnering retailers. They can make their lookbooks public or tailor them specifically to individual clients, based on their style profiles, and earn commission from items purchased from them. Keaton Row also boasts a elite panel of "Top Stylists" with impressive fashion backgrounds that collectively include styling stars like Leighton Meester and Jamie Chung as well as assisting with red carpet wardrobes under superstar stylist Brad Goreski. Interested in becoming a stylist? Apply here.