Aaron Fleishman and Barbra Dickerman began working through ideas for a new clothing-sharing business in 2013 when they realized that Dickerman couldn't have been the only woman experiencing frustration with her seemingly tired wardrobe.
"Anytime we wanted to go somewhere nice, to dinner or a party, she went to pick something out, and it would be like 'Oh, I'm bored of that one.' 'Everyone's already seen me in this one,'" said Fleishman of his girlfriend's sartorial struggles.
The two decided that there had to be a solution to Dickerman's problem that could appeal to a broader user base. For women, spending hundreds of dollars on a high-end, quality blouse or dress that ends up being worn only a few times is wasteful, both financially and environmentally. In the sharing economy age, the idea for Wardrobe Wake-Up came as that solution.
Wardrobe Wake-Up is a membership service that sends high-end tops and dresses to its members once a month for a flat rate fee. There are three different types of monthly memberships: One that sends a top a month for $25; one that alternates sending a top and a dress for $35; and one that sends a dress for $45. After a month, the user returns the item to the team at Wardrobe Wake-Up, where it's dry-cleaned and returned to inventory. If the user wants to keep the item, they can log into their account and purchase it there directly, then keep the item. Fleishman said that there's no place for unexpected costs to creep up on users (however, late fees do apply for unreturned items, which will run members $5 a day).
The items that the company lends out generally run between $150 to $300 for tops, and $200 to $700 for dresses at full retail price. If a user wants to purchase an item, the cost is marked down depending on how long it's been in inventory. Items currently come from brands like rag & bone and Alice and Olivia.
While the monthly membership fees may seem steep at first for one item, Fleishman looks at it as an investment that eliminates waste and frivolous purchases – especially the middle-tier membership that lends both dresses and tops.
"If you want variety in your wardrobe, it pays off," said Fleishman.
Wardrobe Wake-Up doesn't only add variety to a member's closet, but it can also challenge them. Members take a "style quiz" upon signing up that gives the team a glimpse at their personal styles, with questions like preferred color palettes and more. They also have a section dedicated to what members don't like – be it the color orange or one-shouldered tops – but only five things can be chosen. Fleishman said that the mystery is part of what the model is all about.
"At the end of the day, we want things that surprise you, and take you out of your comfort zone," said Fleishman. "So, if you check off 99 things we can only send you one garment, that's no fun."
The ability to discover something you'd never wear otherwise, along with the high-end quality of the items, is part of what sets Wardrobe Wake-Up apart from other similar models in the space, like Rent the Runway, which lends out gowns for a few days at a time that you choose yourself; Le Tote, which rents lower-end items; and Stitch Fix, which curates looks that then must be either purchased or returned. According to Fleishman, it's that intersection of renting curated, high-end items for every day wear that sets the company apart.
Right now, Wardrobe Wake-Up, which just relocated to Boston from Seattle, is working on building up relationships with wholesale retailers and designers, which they've begun doing at trade shows like Coterie in New York, as well as raise funding and hire more stylists. Currently, Dickerman serves as the startup's stylist, while Fleishman operates the rest of the business.
Up next, Fleishman said they might incorporate skirts into their inventory. Other items, though, like jeans and shoes, aren't on their radar. According to Fleishman, jeans are staple items (not to mention difficult to size), and they'd rather stick strictly to clothing garments. For now, Fleishman doesn't predict a Wardrobe Wake-Up for men.
Even though he's not passionate about fashion himself, Fleishman still made the jump and left his job at Microsoft to start Wardrobe Wake-Up.
"I'm passionate about the sharing economy as a way to reduce waste," explained Fleishman. "With all the frustration of having a limited wardrobe, it just made sense to apply that model to fashion. I think our business model is unique, and to bring it to the fashion market is what gets me excited."
Learn more about Wardrobe Wake-Up here.
Images via Wardrobe Wake-Up
