1. How can one use the Polyvore Editor to create designs (see the short video (2:02 min) by Polyvore titled “How to Create a Set in the Polyvore Editor” at vimeo.com/7800846).
According to its website, Polyvore polyvore.com is a community site for online fashion and style where users are empowered to discover and develop their style and possibly set fashion trends. Users do this by creating “sets” which are shared across the Web. The company collaborates with prominent brands such as Calvin Klein (calvinklein.com), Lancome (lancome-usa.com), and Coach (coach.com) and retailers such as Net-a-Porter, to drive product engagement; the user-generated fashion products on its site are then judged by community members and by celebrities such as Selena Gomez and Katy Perry. Today, the company is also using mobile technologies. For example, it has a new app for that will automatically suggest and mix selected fashions (see venturebeat.com/2015/04/07/polyvores-new-mobile-app-chooses-outfits-for-you). Note: Some celebrities, such as Blake Lively, post their own products for sale on the site. The story of the now-profitable Polyvore is described in detail by Silverbean (2014) as well as by Volusion (2015; an infographic at volusion.com/ecommerce-blog/articles/success-tips-polyvore-infographic). Users create “sets,” of their wardrobe designs, using a special editor provided free on the site. These “sets” can then be posted and shared on Polyvore’s site, Facebook, and Twitter. Merchants (e.g., designers) can use the site for free by (a) creating a profile, (b) uploading existing products, and (c) creating sets. Once merchants create a profile and upload products, Polyvore encourages the merchants to engage with other community members by reviewing and evaluating the sets. Polyvore believes that the merchants’ activity will be reciprocated. To facilitate actual shopping, the sets link to the creators’ sites. Polyvore can be viewed as a crowdsourcing fashion operation that reflects the creativity and opinion of many; thus, it can be viewed as expressing current fashion trends (they now do the same with interior design). In 2015 Remix created an app to help those who want to browse or buy, and not to create outfits (see Perez 2015)According to TrueShip (2016), Polyvore has over 20 million users importing 2.2 million items to the site each month, creating about 2.5 million fashion sets per month, and viewing sets 1 billion times a month. Users spend hours browsing, following favorite taste streams, asking questions, and sharing ideas. Polyvore is considered by many to be the best place to discover or evaluate fashion trends, which are facilitated by contests managed by the company. Polyvore was acquired by Yahoo in 2015. Polyvore can be used together with Pinterest to increase traffic to the site.
Questions
1. How can one use the Polyvore Editor to create designs (see the short video (2:02 min) by Polyvore titled “How to Create a Set in the Polyvore Editor” at vimeo.com/7800846).
2. The company added supermodel Tyra Banks as an investor in 2013. Comment on the logic of such an addition.
3. Comment on the logic of creating Remix.
4. Read Porcellana (2016) and explain what and how people create at Polyvore. Also identify the critical success factors of this site.
5. Explain the statement made by Polyvore’s vice president of product management: “Our mission is to democratize fashion.”
6. Identify all the features of a shopping community in this case
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