Using surprise and mystery as the foundation of its business approach, the online t-shirt shop Hipstery hopes to challenge our era of information and choice. Hipstery sells tees without designs on them. Instead, customers select their size, answer a series of personality-revealing questions, and pay a fee plus shipping, to receive a t-shirt that is ‘right’ for them according to Hipstery’s ‘style scientists.’
Hipstery style scientists use something called a ‘style algorithm,’ which leads them to select the right design from their t-shirt range. Still, imagine shopping and making a purchase, only to remain unknowing of what you actually bought. I don’t think I could do it!
Anonymous Apparel
The Hipstery T-Shirts Offer Customers an Element of Surprise
Trend Themes
1. Surprise Shopping - Using surprise and mystery as the foundation of their business approach, Hipstery challenges the conventional shopping experience by offering customers t-shirts with designs selected by their 'style scientists'.
2. Personalized Style - Hipstery utilizes a style algorithm and personality-revealing questions to create a personalized shopping experience for customers, tapping into the growing trend of customization and personalization in the fashion industry.
3. Disruption Through Unknowing - By selling t-shirts without revealing the design to customers, Hipstery disrupts the traditional shopping model and appeals to consumers who seek unique and unexpected experiences.
Industry Implications
1. E-commerce - The rise of surprise shopping in online retail presents opportunities for e-commerce platforms to implement similar surprise-based business models.
2. Fashion - The fashion industry can explore innovative ways to incorporate surprise and personalization into their product offerings, as demonstrated by Hipstery's unique approach.
3. Market Research - Hipstery's use of personality-revealing questions and style algorithms highlights the potential for market research companies to develop new methodologies for understanding and predicting consumer preferences.