Social shopping:

The breadcrumb trail of my friends: I want to know what my friends bought when I’m looking for something specific. I care much less about what they bought in “real time” the trail of intrigue begins when I know I need something, or want to discover…at that point, a history of what others I care about would become relevant to me.

The act of online shopping at the same time as others:

Seems to be most exciting when there is some sort of auction style dynamic. It’s also fun to have a conversation around an item I’m considering with a small group of people I care about, who also know a bit about what I’m considering buying.

Shopping online when it relates to fashion:

Online shopping will not allow me to try something on immediately… so if I can’t interact with the physical product, I want to interact with those I trust. I want to feel validated in the choices I make, and confidence around my decision. Approval, smart tips, and recommendations that are perfect for me are what it’s all about. It’s the conversation we have in our daily lives with those we trust that needs to be brought online.