The stylist in your pocket: Wearit app offers fashion advice from women, for men

  • News
  • October 28, 2016
  • Jessica-Belle Greer
The stylist in your pocket: Wearit app offers fashion advice from women, for men

Imagine having your own personal stylist in your pocket, like a Siri for style that can recommend what to buy when you feel all hope is lost for your next date-night outfit. Well, now you can. 

Liam Houlahan is a software developer who had “absolutely no clue how to dress to impress” before he created a fun way to solve his style problem, Wearit. Noticing how happy  girlfriends seemed to be when it came to helping with the shopping he set up the styling service hub where guys choose their own stylist online, from a selection of around 4,000 female stylists. They chat about their style preferences with their new personal shopper, who then recommends looks from a large clothing catalogue, including Topman, The Iconic, Hallensteins and Asos. 

The iOS app for Wearit is soft-launching on the App Store, with an Android app in the works for 2017. Since the website launched last year the service has attracted 7,000 registered users, including stylists, and 15,000 styles have been created.

Although he has not developed a revenue model for the free service yet, Houlahan says he is beginning to work closely with retailers (The Wirecutter, an exemplar of service journalism that offers recommendations on all kinds of products after in-depth reviews, recently sold toThe New York Times for more than $30 million, so the affiliate model can work). Style recommendations on the app are directly linked to retailers’ websites, making the advice process smooth for shoppers and increasing retailers' connection with shoppers.

What’s in it for the girls? Houlahan says the stylists genuinely like to help the less stylish. “We’ve found there are different kinds of users but the core stylists enjoying helping and styling."

They also make their own profiles to promote their own sense of style. And although the stylists are all female for now, Houlahan hopes to open the app up to male users in time and include clothing for female shoppers.

He says the app is part of the social media movement as it’s “all about connecting”.

Houlahan compares Wearit to overseas, online style hubs such as Pinterest's 'catalogue of ideas' and Trunk Club – a personalised styling service that links shoppers with specialist stylists either online or at a physical ‘Clubhouse’, where shoppers can shop a handpicked fashion selection with a glass of wine in-hand. However, he says Trunk Club is for older, higher-end shoppers and Wearit “is more for the youth market and more of a social app”.

With a number of social media shopping apps popping up, it seems consumers enjoy seeking second opinions from virtual strangers.

Last year the FittingRoom – Fashion Advice app launched to help shoppers who are stuck in a store’s fitting room, hanging out for advice. Users upload a photo on the Instagram-esque feed and a community of supportive shoppers share their opinion in a comment section and vote whether they like the look.

But one of the most successful fashion community apps is The Hunt. Users with fashion envy post a picture of a garment they hope to purchase and an online community go-forth and find it like a human-sourced reverse photo search. So, why not use said photo search instead? The community is a supportive one that loves to help you shop, and you can check out what is in hot demand by other fashion gurus.

And of course, artificial personal shoppers are now at your finger tips as well. has built Mona, an ‘artificial intelligence based personal shopping assistant’. The personified app simplifies mobile shopping by providing the best and most relevant products tailored to a person’s preferences. And, like most Ex Machina-esque films, the more you interact with Mona, ‘the better she will get to know you’.

Most shopping still happens in a fairly traditional way. But it's nice to know that consumers can call on a computer, a supportive online community or a group of amateur stylists to help them make those tough buying decisions. 

This story was originally published on Idealog.

​ ​

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.


Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

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 ...

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...


Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

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