Virtual styling is becoming increasingly popular amongst retailers at such challenging times, how do you think virtual styling will change e-commerce and the shopping experience?<\/strong><\/p>\nShoppers are always keen to see the many different ways they can style or wear a certain piece. We hope DREST will lead to more thoughtful consumerism - its audience can experiment and \u201cstyle before buying\u201d. We are also developing a game mechanic that rewards \u201ccost per wear\u201d so players understand the real value of luxury fashion.<\/p>\n
Magazines and e-commerce sites have limitations when it comes to styling, often showing only one, two or possibly three ways of how a piece can be worn. DREST enables users to have creative freedom - to style looks themselves, experiment virtually and also build their own community of fellow stylists whose fashion creations they admire - and take inspiration from the endless ways others have styled.<\/p>\n
Traditionally the target audience of the gaming world has been predominantly male, is this demographic changing?<\/strong><\/p>\nYes absolutely! Traditionally gaming was very much targeted at a young male audience, but now the gaming population is larger than film, television and music audiences combined and more than 60 percent of mobile gamers are female.<\/p>\n
How has the DREST app been responding and adjusting to the current Covid-19 pandemic?<\/strong><\/p>\nWe were due to launch a number of the world\u2019s top Supermodels as avatars into our game in March but decided to press pause when the devastating effects of the global pandemic became evident. Although it has been a deeply unsettling and challenging time, there have been some positives for us - we have seen increased levels of organic users and engagement, especially since so many countries have entered into some form of lockdown.<\/p>\n
Sharing and connectivity have increased too with our audience publishing even more of their creations socially.\u00a0 It is clear that people globally are actively seeking fun, creative and inspirational outlets during their downtime.<\/p>\n
King Herod's mountain top fortress and last stronghold of the Jewish revolt against the Romans in 73 AD UNESCO World Heritage Site<\/p><\/div>\n
Who is the typical DREST app user?<\/strong><\/p>\nConsidering that we only provide womenswear fashion at this stage, it probably comes as no surprise that the majority of our audience is female. However, what is hugely interesting is that 14% of our user base are male. It\u2019s still early days for us, so it will be fascinating to see how our demographic changes over time. For now, I would say that a typical DREST user is a fashion lover who seeks inspiration and a way to express themselves creatively.<\/p>\n
Where is the fashion gaming industry heading?<\/strong><\/p>\nI think it is set to grow and grow with more brands experimenting in this space and forming key partnerships. Gaming affords users a unique interaction and deep engagement with products, so it\u2019s an amazing way for brands to forge brand affinities with the luxury consumers of the future as well as delight, inspire and engage existing consumers.\u00a0 For any sector, gaming and community entertainment is an area to consider seriously.<\/p>\n
What is the future for DREST?<\/strong><\/p>\nWe are focusing on bringing even more real elements into the game, so aside from featuring over 200 of the world\u2019s top luxury brands, we will also be introducing this autumn our Supermodel line-up led by Natalia Vodianova whose charitable giving app, Elbi, will also be woven into the gameplay.<\/p>\n
We have pledged to embed philanthropy into the very core of our business and game. We will donate a percentage of the game\u2019s revenues generated by the Supermodels to their respective charities, as all of them are key figureheads for important philanthropic enterprises and movements. We are also pledging to donate five percent of every in-game microtransaction to causes that support diversity and inclusion, digital responsibility, mental health, body positivity and female empowerment.<\/p>\n
As a data business we hope to help tackle issues currently faced by the fashion industry - brands have shown interest in using DREST to test products before putting them into production, allowing them to gauge market and consumer interest and therefore scale orders accordingly to avoid unnecessary waste. My wish is to ensure that DREST is a positive, empowering and inspiring creative environment. Our roadmap is crammed with beauty, travel and film partnerships as well as new game features and launches including fine jewelry, menswear and the \u2018Selfie\u2019 avatar - it\u2019s a really exciting time for us!<\/p>\n
What advice would you give to anyone starting up their own fashion business?<\/strong><\/p>\nAlways start with understanding your user\/reader\/consumer. Think about his or her emotional and mental need state,\u00a0 their\u00a0 desires and dreams and how you might answer or give flight to those. And I see technology as the wings that can make so many of our creative ideas fly, so get close to that too and educate yourself about it, so you can truly harness its incredible potential for your business.<\/p>\n
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The Interview: Lucy Yeomans, Founder & CEO, DREST - TheIndustry.fashion<\/title>\n \n \n \n \n \n \n \n \n \n \n \n \n \n\t \n\t \n\t \n \n \n \n \n \n\t \n\t \n\t \n