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Go Try It On Closes $3M Series A

2011-08-15
Financing raised from a venture capital vehicle led by investors Len Blavatnik and Alex Zubillaga, Index Ventures and others.
NEW YORK, NY, Go Try It On announces today an innovative program, The Personal Stylist Network, with well-known fashion and beauty brand pilot partners to expand its product reach and expertise to users worldwide.

Go Try It On members are now invited to upload wardrobe and make-up looks and receive advice from experts at Gap and Sephora who work as "Personal Stylists" during designated hours on Friday and Saturday - the times when users need the most advice.

In addition GO TRY IT ON is announcing its $3M Series A financing round from a venture capital vehicle led by investors Len Blavatnik and Alex Zubillaga, Index Ventures and others. Alex Zubillaga, will join the board along with Danny Rimer (Index Ventures). Advisors include Alexandra Wilkis Wilson of Gilt Groupe as well as Henrik Werdelin of PreHype.

GO TRY IT ON plans to use the additional capital to continue building out the platform to enhance the data analytics behind the experience - in essence, the goal is to offer members personalized, thoughtful analysis of what to wear, a Google Analytics for style and fashion based on outfit metrics. The company plans to generate revenue by allowing brands to offer customize suggestions based on these results.

By enhancing its existing crowdsourcing technology platform, the new offering now allows users to not only have access to industry veterans that are normally out of reach, but also to build a Personal Stylist Network of fashion and beauty experts, friends, family, and stylists across the globe, democratizing the once exclusive styling experience. The process is anything but passive - Go Try It On's Personal Stylist Network lets users form a network of their best friends, their most fashionable co-workers, and well-known participating stylists to ask advice on what to wear for any occasion. Once a picture is posted, that image is pushed through to the individual's participating network, resulting in real-time feedback.

"I've always envisioned Go Try It On as the place where the fitting room meets the Genius Bar," explains founder/creator Marissa Evans. "What makes the platform revolutionary is that it is all about the exchange - where other social networks are one-sided conversations, our site structures the dialogue for the community giving it meaning and real-life application."

"What woman hasn't said 'Do you like this color on me?' pre or post purchase and wanted immediate advice on the decision" says Bridget Dolan, Sephora's VP of Interactive Media. "As the first beauty partner for Go Try It On, we're excited to connect with our clients and provide product advice and education anywhere and while on the go."

Go Try It On has just launched its version 3.0 iPhone application and website that allows members 1-click access to add people to their Personal Stylist Network and upload photos for instant constructive feedback.

About Go Try It On:
Go Try It On answers the age-old question, "What should I wear?" Financed in part by Index Ventures, who also have invested in Net-A-Porter and Etsy, Go Try It On debuted in March 2010, and currently has over 250K iPhone app users. Users upload anonymous photos of themselves in an outfit and invite the community at-large to give feedback on the appropriateness and attractiveness of the ensemble. All comments are monitored closely to create a supportive and positive forum for women and men to find out what looks best in the dressing room. Using events and outfit metrics, ultimately Go Try It On will be able to offer its members personalized, thoughtful analysis of what they should be wearing.



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