Introducing “The Swiper” on WHEN

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Introducing a fun new feature to view products – The Swiper. This tinder-esque feature allows you to quickly review products in your favorite playlists. Swipe right for “YAY”, Swipe left for “NAY” (You can use the left or right arrows if on desktop/laptop). All the products that you Swipe YAY will be saved, all you have to do is log and to check out what you like. Shopping is so much more fun with “The Swiper”

To Launch it – Press the View In Swiper button on a playlist or on your search results.We look forward to improving it further with your usage and feedback. Enjoy! Love from us here at WHEN

What is your body type?

Disclaimer – * Post Copied verbatim from Reddit.com*

Super Basic

  • To ascertain a basic understanding of your body type:
  • Measure your bust at the fullest part
  • Measure your hips at the fullest part (often the groin or upper thighs)
  • Measure your waist at the narrowest point

I will use a hypothetical woman with 38-inch hips to discuss how your results may affect your body shape.

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Plus Size fashion Megalist.

Is it not frustrating to see fashion on thin or skinny bodies that you would like to emulate but cannot find it in your size? Also as a plus size woman, you will notice that sizes across various brands do not match up, this means what is perceived as your size on one brand does not apply to the other – a mess of confusion, really. What about the general perception that plus size fashion can only be granny chic or clubwear? In recent times, many brands have attempted to create good quality and fashionable plus size fashion, I will attempt to put all the research I have in this post and update it as often as I can.

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11 Ways to look after your clothes.

It’s not just the fashion industry that has a massive waste problem. We all do. Our wardrobes are bulging with clothes, many of which we don’t wear. The number of garments produced globally has doubled since 2000 to more than 100bn items. If you are anything like me, you will feel as if you own a good proportion of them already. Before you buy anything why not try and mend and fix what you already have. Here are some tips:

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The Psychology behind how you dress.

A prominent psychology study from 2014 concluded that:

“Wearing upper-class [i.e. a business suit], compared to lower-class [i.e. sweatpants] clothing induced dominance—measured in terms of negotiation profits and concessions, and testosterone levels—in participants. Upper-class clothing also elicited increased vigilance in perceivers of these symbols.”

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ProTip: Shopping for shoes online

Winter is finally here. Shopping online has never been more convenient. You don’t need to brave the cold anymore, you can do it from the comfort of your house. Since it is winter, many people will probably go shopping for boots and other warm footwear. The key issue many users raise relates to sizing. We are here to help:

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Are most men clueless about fashion?

It is hardly surprising that, of the two genders, men are the least attuned with the aesthetic arts – fashion and style to be specific. This is not a post about patriarchy and how society tends to judge women on the basis of how they look.  It is merely an observation based on the activity we have seen thus far on WHEN. It seems women are the most active constituent of the platform i.e they make the most use of WHEN‘s features and are more open to trying out new styles.

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When Streetwear Meets Luxury

High-end streetwear is where luxury brands are finding their growth.  This year alone, global sales of this segment have contributed upwards of 5%, bringing the total sales of luxury brands to around €263 billion ($309 billion) according to an analysis done by leading consultancy firm – Bain and Company.

Luxury Brands were in a bit of a flatline over the past two years. However, with streetwear making a revival among the younger customer base, we can expect around 5% growth yearly until 2020. “Customers are becoming younger, and that is very good for the mid- and longer-term survival of this industry since the younger generation seemed to be a little detached from luxury brands,” said Federica Levato, a partner at Bain & Company.

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WHEN supports Sustainable Fashion.

According to the Environmental Protection Agency, 84% of all unsold and unwanted clothing is thrown away. The question we ask here at WHEN is Why the waste? Fashion is fast moving and dynamic, from this perspective we understand why there is always excess inventory.  BUT, destroying all excess inventory is not a smart business move at all. It neglects the opportunities a platform like WHEN can provide – we can connect products on sale, promo or discount to a whole new segment of the market.  Again, we understand that trends move on at a fast rate and a brand has to continually stay ahead of the market and the competition. We also understand that having products on discount especially for luxury brands can result in brand erosion  i.e- the customer will no longer view the brand as exclusive, premium and on trend. For these very issues we offer a great solution.

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Insights – Plus Size Fashion (IV)

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This last section discusses how to present and communicate Plus Size Fashion to consumers. It looks at use cases from brands leading the charge in this fashion niche. The conversation revolves around the effective use of social media to bring often ostracised plus size communities together under the umbrella of an empathic brand.  Even more important, however, is that the brand does not lead the charge but lets the community create the content and co-create the product.

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