Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 6)

Sramana Mitra: How do you assess the TAM? How big is the bridesmaid dress category? Ilana Stern: Bridesmaid dresses itself is about a $2 billion category housed within the $14 billion wedding fashion industry. Overall, the wedding industry is $100 billion. Sramana Mitra: Your growth strategy is wedding industry merchandise or collaborative e-commerce?

Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 5)

Sramana Mitra: What has been your inventory strategy starting from the beginning to where you’re now doing private label. Can you step us through how the inventory strategy has evolved over time? Ilana Stern: The brands that we launched with are special occasion dress brands that are all made to order. Essentially, it’s a non-inventory

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Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 4)

Sramana Mitra: This is not exactly a wedding planning site? It’s a bridesmaid shopping site. Ilana Stern: No, it’s not. It’s a rich collaborative shopping experience. Sramana Mitra: Yes, but your focus is still on bridesmaid dresses or has it broadened? Ilana Stern: Our focus is still on bridesmaid dresses and we’ll be expanding beyond

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Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 3)

Sramana Mitra: How did you select whom to put in the private beta? How were you finding these beta customers? Ilana Stern: It started with my network. The fact that I am in the target audience is really helpful because I am the customer and the people around me are too. The first few customers

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Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 2)

Ilana Stern: What was really interesting was that I saw this disconnect between the supply side and the demand side. If you took a millennial bride and looked at how she lived her life in general, it’s very different from how her mother lived her life in terms of how she consumes media, how she

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Building a VC-Funded Fashion E-Commerce Company: Weddington Way CEO Ilana Stern (Part 1)

There aren’t that many venture-funded fashion e-commerce companies out there. The main reason is that the venture capital business is dominated by men, and typically, women happen to be more in tune with fashion. Ilana Stern is building a very interesting fashion company focused on bridesmaid dresses as the starting point. Sramana Mitra: Let’s start with

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Online Fashion: A Venture Scale Opportunity That Silicon Valley Does Not Understand

Fashion is a HUGE industry. The global women’s clothing industry, just a piece of it, is expected to exceed $621 billion in 2014. How many industries do you know of that scale? Yet, online, fashion has still relatively a small presence. In this article, I will explain why, and how to unlock the potential of this

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