An article on PSFK says a new fashion website, One Dress A Day, may give new meaning to the term fast fashion. It's also possible that when the site launches on August 26 it may provide a new way to look at the flash sales concept.
So, what is One Dress A Day? According to the company's site, it is "the first ever online store to release a new dress — every day — for 365 days of the year. Limited edition, made in USA and sold worldwide."
The idea for the site came from designer Bruno Schiavi.
"I always try and look at gaps in the market and come up with something new that nobody else is doing out there," Mr. Schiavi told Women's Wear Daily. "At three in the morning, I stood upright in my bed and thought, Wouldn't it be amazing if I tortured my team and launched a new dress every day, 365 days of the year. No other company has launched a brand new product every single day with a brand new ad campaign and a new styling tip."
While dresses will be launched one at a time, consumers can place orders for up to 30 days while supplies last. Women between 25 and 40 are the target market and Mr. Schiavi and his team will create dresses in sizes from XS to XL. The average price for a dress will be $169, and delivery, at least in the U.S., will be free.
