Are We Cannibalizing Ourselves?
This piece was originally published on the Indyx Substack. Want our latest writing delivered straight to your inbox the moment it drops? Subscribe to INDEXED by Indyx on Substack.
We released a pretty big update this week: now you can style your friends (and get them to style you!) right in the app. Pretty exciting, right!?
This completes the ‘trifecta’ of styling options we’ve always envisioned for Indyx: where you can style yourself, get styled by your friends, and get styled by an expert. All from your real closet, all in one place.
As soon as we released this feature into beta about a month ago, one of the first questions that popped up in our Insider Slack channel was:
“But…what does this mean for expert styling? By enabling free social styling, are you not cannibalizing your own paid product?”
It’s a great question, and one we’ve thought about a lot—so, we figured it was worth answering for everybody as a behind-the-scenes peek at how we look at our business.
We aren’t walking away from our expert stylists. If anything, our hope is that social styling only makes expert styling even more popular. Or at the very least, that it won't take away from expert styling.
And, here's why:
The majority of people on Indyx have never been styled by someone else before. And when you’ve never experienced something firsthand, it can be hard to imagine its value.
But what we do know is that when someone gets a second set of eyes on their closet for the very first time, their immediate reaction is:
“Oh wow, I would have never ever thought to pair [these pants] with [this top] but I LOVE it!”
Does every outfit you get on Indyx (whether through social styling or expert styling) need to be something you’d walk out the door wearing exactly as-is to be valuable? We don’t think so.
It’s so much more about opening your eyes to new ideas in your closet and feeling that same excitement that you usually get from buying new clothes…but instead, getting that sense of novelty using the things you already have.
Our instinct is that social styling will make that ‘ah-ha’ moment accessible to many more people. There are plenty of users who might not be ready to drop $150 on a Lookbook when they’re not entirely sure what they’ll get out of it, but who would happily ask a friend to style them a few looks. We’re so excited for this launch to enable more people to experience the thrill of seeing their wardrobe through fresh eyes.
Asking your friends to style you is casual, fun, and collaborative but it also comes with natural limitations. You’d need some pretty amazing friends to style you a full 10-outfit Lookbook for free, exactly when you need it.
And while we don’t doubt that your best friend, Katie from Pre-K, is wonderful and lovely, sometimes you don’t just want your friend’s advice…you want an expert’s advice. An expert with a specific style perspective that you resonate with. An expert who is willing to dive deep into whatever you’re struggling with to offer super-customized solutions that take into account your specific requests and considerations.
That’s where expert styling still comes in.
We hope that social styling opens up more users’ eyes to the value of a fresh perspective on their wardrobe, and expert styling enables them to get that perspective exactly when they want it and, well…from an expert!
So, no, we’re not cannibalizing expert styling. We’re enabling more people to understand its value. This update isn’t about replacing one thing with another. It’s about building a fuller, more dynamic experience for every Indyx user.
But of course, we don’t know all this for sure yet! That’s the challenge and also the fun of building something new. But we believe these two things can co-exist beautifully alongside each other—and, we hope you do, too!
We’re super excited to see how you all use this new feature and how it’ll spark fresh connections and maybe even some of those ‘ah-ha’ moments.
This piece was originally published on the Indyx Substack. Want our latest writing delivered straight to your inbox the moment it drops? Subscribe to INDEXED by Indyx on Substack.
Devon is a co-founder of Indyx and currently leads Growth for the company from San Francisco. She enjoys admiring other people’s gardens and sleeping in with her French Bulldog, Reggie.
Without the help of the a wardrobe app, we’ve all stood in front of our closets feeling totally uninspired and struggling to find the right outfit.
But what if there was another way? Imagine if you had a scrollable digital wardrobe that helped you get dressed every morning - just like Cher in the iconic 90’s movie, “Clueless”! That dream is now a reality, and you can now have your very own Clueless wardrobe - or perhaps we should say, not-so-Clueless wardrobe!
Let’s break down how wardrobe apps work, how they make your life easier, and compare options so that you can find the best wardrobe app for you.
Where styling your friends fits into our big picture
Today, we released the first-ever wardrobe report (that we know of!) based on real, aggregated closet data. It’s backed by tens of thousands of real digital closets and over 10 million (!) digitized items on Indyx.
No recall bias. No guesswork. Just actual tracked behavior: what we’re wearing, what we’re not, and what that says about us.
Ah, the questions we all ask ourselves constantly: am I normal??? And do I belong here?!?
Rest assured that we wholeheartedly welcome to Indyx anyone who gets dressed (hint: that’s everybody!). But if you’re curious as to the current makeup of our users, this survey showed that you are on average…
In this last week of the course, we will unleash the personal shopper within all of us and learn to source each item on your wishlist. This won’t be a week-long buying spree, but rather a week to set you up to build your wardrobe in the coming months and even years so you don’t end up back where you started.
While just browsing with our imaginary infinite shopping budget *may* do no harm, the trouble starts when “just browsing” turns into clicking checkout without really checking anything out.
This week, let’s close those tabs—at least until you’ve built an intentional wishlist of items that would help unlock more of your wardrobe and even better nail your style.
Before we dive back into shopping, let’s give your wardrobe a workout! You might be surprised at how much it has to offer when you put it to the test.
We often think of high-end purchases like designer bags as "investments." But to truly move away from disposable fashion, we need to start seeing all of our clothes as investments. Every piece in your wardrobe has value, whether it’s financial, functional, or emotional. And, by shifting your perspective to view your wardrobe as a “portfolio,” you can start making more intentional decisions that maximize the value it provides, however you define that value.
This week, we’re helping you assess your wardrobe like you would your financial assets, carefully considering whether each piece is still the right investment for you.
Visuals are great, but they can sometimes feel…kinda nebulous! When it comes down to making real day-to-day decisions about what pieces to buy or how to put together outfits, for most of us, a Pinterest board just isn’t all that helpful.
So, what's the solution? Many stylists, from Tibi’s Amy Smilovic to TikTok’s Allison Bornstein recommend distilling down your style to just three words. You can count us here at Indyx another member of that club, because that’s exactly what we’ll be doing together this week.
This week we edit, “finishing” our work for now on your visual inspiration board, but you should expect to continue the process of adding and editing over time - maybe forever! Style is an evolution, and an inspiration board captures that evolving style so it continues to inspire you. Think of it as buffing your car rather than changing all its parts, after all, we are here to build your authentic style that is - for the most part - timeless.
Before we shop and even before we clean out our closets, we need to establish a ‘north star’ to guide what to clean out and what to shop for. That is why we first need to define your style, free from any preconceptions of what we already have or lack in our wardrobes.
Practically, we’re giving you a second week to get your closet indexed. This gives us a moment to breathe and reflect on why we’ve gotten into this situation in the first place: a closet full of clothes but nothing to wear, and more confused than ever about your true personal style.
But before embarking on any journey, it is always helpful to get as clear as you can on exactly what you want to achieve. If you don’t know where you want to end up, you’ll end up walking aimlessly, no matter how much guidance anyone gives you.
It’s an old debate, but one that seems to have really kicked up a notch on TikTok lately: is it trendy or timeless?
When I talk to folks about the idea of a digital wardrobe, I’ll almost always get one of two responses.
The first type of person immediately gets it and is EXCITED. They are more of an analytical, left-brain thinker by nature and they see right away how a digital wardrobe would scratch their insatiable itch for organization and unlock a treasure trove of personalized data to help optimize their closet. They’re in.
The second comes from someone who typically considers themselves more of a creative. They’re curious…but, that emotion lies underneath a thin layer of distaste. Let’s call it an ick.
This September officially marks 5 years since I started using a digital wardrobe.
As I was reflecting on this milestone, I came to a realization. After managing my wardrobe this way for so long, I struggle to remember what it was even like to get dressed without it!
I figured that was worth pausing on. What are the things that I do on Indyx that have changed my (fashion) life for the better?
Today, we are introducing Indyx Insider, a membership that gives you exclusive access to premium app features, our private community, and discounts on Indyx services.
Nothing speaks louder about what a company stands for than how it chooses to make its money.
With Insider, we are choosing to stake our bet as a user-supported platform so that we can always prioritize building the best experience that is hyper-focused on what you already own. This wasn't a simple choice, and I want to share why we decided to pave our own path.
One of our most-loved features here at Indyx is our selfie calendar. It’s slick, it’s SUPER satisfying…and even more than that, it can help you *really* figure out your personal style.
There’s certainly no wrong way to take an outfit selfie, but we’ve heard from a more than a few of you that it can feel a little…awkward. How should I pose? How do I set up my camera? What should I do with my face!?! It’s hard to make a habit out of something that feels like a chore.
We’re here to help! Here, we’ll share our team’s top tips for how to take an outfit selfie that you won’t hate.
Your closet (whether IRL or digital) can be a lonely place, so inviting in an expert to share knowledge and show you new possibilities might be just the unlock you need to finally feel creative and empowered in getting dressed.
Let’s answer your most frequently-asked-questions about how our styling services work.
Since we launched our digital styling services about a year ago, we’ve had the pleasure of working with nearly 1,000 (!) clients to help curate their closets and develop their style. Here are our takeaways.
A lot of shopping is driven by aspirations of your fantasy-self…and, what is more fantasy inducing than imagining yourself totally free of your daily responsibilities, sunning yourself in some exotic location? It’s rare to have an actual occasion where you’ll be doing things completely out of your norm - and, it’s easy to make the quick jump to imagining yourself as a completely different person. Vacation me IS a different me!
Since turning 30, I’ve been thinking much more about how I present the many facets of myself to the world. My 20s were spent purchasing clothing I liked. My 30s have been spent answering the question (largely without purchasing) of what I like, on the macro scale. What clothing feels right when I wear it? What are my dressing patterns, both now and over the last few decades?
Answering the larger, existential question of what I like (as opposed to the quick question of what I like, in a department store, on a singular Saturday afternoon) has been one of my life’s chief joys these last few years.
The fashion industry at large has drilled a lot of untruths into our heads over the years.
You need to keep up with the latest trends or risk looking “outdated”. Or that this next [insert: blazer, dress, pair of jeans, etc] will solve all of your problems.
But I believe the most damaging idea that the fashion industry has forced on us is that the only way for an average person to engage in fashion is by shopping. To take what is, at its core, a creative art that we all have in common and twist it into something we only see as accessible through commerce is such a disservice. It’s late-stage capitalism at its finest.
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Since we launched our digital styling services about a year ago, we’ve had the pleasure of working with nearly 1,000 (!) clients to help curate their closets and develop their style. Here are our takeaways.
Since turning 30, I’ve been thinking much more about how I present the many facets of myself to the world. My 20s were spent purchasing clothing I liked. My 30s have been spent answering the question (largely without purchasing) of what I like, on the macro scale. What clothing feels right when I wear it? What are my dressing patterns, both now and over the last few decades?
Answering the larger, existential question of what I like (as opposed to the quick question of what I like, in a department store, on a singular Saturday afternoon) has been one of my life’s chief joys these last few years.
“Oh! So Indyx is kinda like Stitch Fix!”
I’ll nod my head and smile, and say “oh yeah, kind of!”. But internally, I cringe. It’s some of the most common feedback I get when I first tell someone about Indyx. And hey, you could very reasonably argue that if this isn’t the reaction I want then I need to change my pitch. Noted.
But I think this reaction also says a lot about where our collective heads are at right now when it comes to how we approach fashion and style - and, where we’re making a big mistake
When shopping for quality, our knee jerk reaction is to associate it with certain brands and not with others: “X brand is high-quality, so you can confidently buy anything from it; Y brand is low-quality, so avoid it at all costs.”
But, does choosing to maintain a closet with high-quality clothes mean never buying from stores like Forever 21 and H&M ever again? Our short answer is…no! Our perspective on the issue is more nuanced that just making blanket statements for brands (spoiler alert: it gets slightly controversial *wink wink*).
What happens when looking sustainable is way easier than actually being sustainable? Greenwashing.
With greenwashing rampant in the fashion industry today, it can be hard to suss out what sustainability claims are genuine versus which are just clever marketing. Read on for our greenwashing red flags to help you evaluate brands for yourself and avoid the industry’s worst offenders.
Latest on the blog
Without the help of the a wardrobe app, we’ve all stood in front of our closets feeling totally uninspired and struggling to find the right outfit.
But what if there was another way? Imagine if you had a scrollable digital wardrobe that helped you get dressed every morning - just like Cher in the iconic 90’s movie, “Clueless”! That dream is now a reality, and you can now have your very own Clueless wardrobe - or perhaps we should say, not-so-Clueless wardrobe!
Let’s break down how wardrobe apps work, how they make your life easier, and compare options so that you can find the best wardrobe app for you.
Where styling your friends fits into our big picture
Today, we released the first-ever wardrobe report (that we know of!) based on real, aggregated closet data. It’s backed by tens of thousands of real digital closets and over 10 million (!) digitized items on Indyx.
No recall bias. No guesswork. Just actual tracked behavior: what we’re wearing, what we’re not, and what that says about us.
Devon Rule
Co-Founder of Indyx