Wear it Her Way boosts men’s retail sales by allowing clued-up girls to style clueless guys

  • News
  • March 17, 2015
  • Elly Strang
Wear it Her Way boosts men’s retail sales by allowing clued-up girls to style clueless guys

Liam Houlahan, who studied software development at Manukau Institute of Technology, is the founder of the Wear It Her Way website.

He says he had a light-bulb moment when he observed the shopping habits of a friend in a relationship.

The friend’s girlfriend would suggest clothes for him, and then he picked his preferred items from the range of choices she provided.

“As a single guy, I thought, ‘How could I do that easily and how do I make that accessible to all guys?’ In general, guys value girls’ opinions on what they wear,” Houlahan says.

“As we’ve gotten deeper into it, we found there are pains as to why guys don’t like shopping.”

He says it’s a culture thing with Kiwi males, as they generally don’t care enough to spend time researching new trends and browsing clothes in stores.

“The platform takes away those pains, as it allows guys to put in minimal time,” he says.

The website launched last year in November and now has over 1300 users.

The process is as follows: guys do a style request and refine what clothes they’re after through a set of filters, such as if they want dressy or casual-style clothes, warm or cool coloured clothes, and what their price range is.

They also have a profile, which gives potential buyers basic personal information such as their height, age and what their dress style is like.

Clothes are then pre-filtered to fit their choices, and girls make recommendations from the selection available as to which items they think match what the guy is after.

If the guy likes a girl’s recommendation and buys the item, it’s a win-win.

She gets store credit to use online at a website of her choice and he gets a properly-vetted piece of clothing.

It’s also a win-win for retailers who partner with Wear it Her Way, says Houlahan.

He says the platform drives sales and generates interest around featured products.

Currently, Hallensteins, FCUK, Topman and Asos are some of the retailers on board as affiliates.

Houlahan is keen to team up with more and form direct partnerships.

“We want to talk to New Zealand retailers and look at what opportunities we can create for them through our platform,” he says.

Houlahan and Amaka Gessler, who’s in charge of business development and marketing at Wear it Her Way, are two weeks into a three-month mentoring programme with Lightning Lab, a digital accelerator.

Pictured: Houlahan and Gessler

Wear it Her Way was one of nine businesses selected from over 200 applicants.

It received an initial $18,000 in seed funding from Lightning Lab and gets to pitch to potential investors for more funding at the end of the course.

“The Lightning Lab is going to help us develop the company so it’s in line with what each part of our markets need or want,” Houlahan says.

“We’re going to work out what guys, girls and retailers want, then we’ll raise investment, scale it up and take it global.”

There are other companies overseas that offer similar services.

Trunkclub, a personal styling service for men, was acquired by Nordstrom in 2014 for reportedly US$350 million.

Another similar business is Threads Styling, a styling service for both men and women in the UK.

Houlahan says Wear it Her Way is unique from its overseas competitors in its use of social media as a tool.

Site users can sign up using their Facebook accounts, and guys can crowdsource girls via Facebook by sending their Facebook friends a request to sign up.

Houlahan says he also plans on making an app for the site in the near future.

He is keen to hear from any retailers who are interested in being a part of the site or want to chat about what the website could offer them.

To get in touch with him, email

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


H&M's 2019 designer collab will be with Giambattista Valli

  • News
  • May 24, 2019
  • Sarah Dunn
H&M's 2019 designer collab will be with Giambattista Valli

H&M's designer collaborations are met with global consumer excitement. Last year, Moschino was the chosen brand, and for 2019, it's Paris-based Giambattista Valli.

Read more

Karen Walker brings back its preloved Dove Hospice pop-up

  • News
  • May 24, 2019
  • The Register team
Karen Walker brings back its preloved Dove Hospice pop-up

After a successful debut last year, Karen Walker is bringing back its Dove Hospice pop-up at the Newmarket 'Playpark' store. It will once again sell vintage hand-knitted items to fundraise for the hospice charity.

Read more

Countdown's Own wins April's Ad Impact award

  • News
  • May 23, 2019
  • StopPress Team
Countdown's Own wins April's Ad Impact award

With an April full of public holidays and potential long weekends, the month was a big and busy month for advertising. But Countdown's own-brand campaign surpassed the competition to be named the Colmar Brunton Ad Impact Award winner for April.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Kiwi fashion label Maggie Marilyn launches new website

  • News
  • May 23, 2019
  • The Register team
Kiwi fashion label Maggie Marilyn launches new website

The new website launched by New Zealand fashion label Maggie Marilyn prioritises transparency and sustainability.

Read more

Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

  • News
  • May 23, 2019
  • Courtney Devereux
Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

There’s a movement afoot globally to create more companies that balance purpose with profit and view business as a force for good. Called Certified B Corporations, companies that meet the highest standards of social and environmental performance, public transparency and legal accountability can become certified. As of April, Sharesies investment platform was the first financial company nationally to qualify for the B Corp certification, joining just 22 other New Zealand B Corp certified businesses. CEO Brooke Roberts talks us through the process, and the benefits for businesses in becoming certified.

Read more

The benefits of rewarding non-transactional activities

  • Opinion
  • May 23, 2019
  • Ros Netto
The benefits of rewarding non-transactional activities

Product and price is all very well, but retailers are increasingly seeking to avoid discounting by incentivising non-transactional behaviours instead. Ros Netto, consultant at Truth Customer Academy, shares some advice.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit