> this isn't like a startup where people are trying to strike it rich by exploring a whole new greenfield

Most of the startups I hear about aren't doing that either. The vast majority are slight variations on a theme where most of the supposed novelty is in the marketing — just like Nasty Gal.

I like to think we're innovating at Thread (thread.com). We're innovating on the customer side with recommendations and more educational content than a standard ecommerce experience, but also on the business model/stock/supply side.

I went through the process, even though I live in the US. It's certainly interesting, but nothing that I don't get from simply walking into a Hugo Boss or Hermes' store.

They'll happily take my measurements, and let me call in for recommendations.

I do suppose the idea of giving personalized recommendations to lower spending groups might work though I bet that department stores do the same thing. I know that women's fashion websites tailor their experience to users already.

I guess the differences between us an a Hugo Boss/Hermes store are:

- Only high end stores do personal styling/personal shopping, whereas we have a range that suits all budgets.

- Styling in-store has a much more limited range, we have ~1500 brands.

- Going into a store, or chatting on the phone, is much less accessible than browsing a website (although obviously a trade-off on being able to try on the clothes right there, but we do free returns).

Just signed up, it's perfect, the service I never knew I needed but clearly always have.

Is there any time limit on purchases? I'm not paid for a week, I wouldn't want to go through that signup process and have it disappear for whatever reason.

Nope, you only sign up once, and then log in to your account any time you want to check your latest recommendations or just browse what we have, ordered by how suitable we think it is for you. We're also trialling direct contact with your stylist.

I don't think the OP was saying that - they were saying that it's not a technically difficult issue, and they would be fairly right.

In my experience, most large fashion sites can comfortably run on a Magento instance with a fairly simple architecture, normally a small handful of load balanced PHP instances, with a dual read slave / master database configuration.

Fashion itself, however, is a much different beast, being cool, hip, whatever, it takes a lot of skill - to really understand your target market and sell them something they don't even know they want yet.

Source: I'm a software engineer who has previously worked for www.missguided.co.uk, www.jdsports.co.uk, www.boohoo.com and currently works for www.countryattire.co.uk