Says founder Raquel Ohana: "Going shopping with a friend on Oxford Street one Friday afternoon during the sales was so exiting. I saw myself heading home with bags full of new clothes at discount prices! Unfortunately, the magic shopping experience was neither as enjoyable nor as pleasant as I expected... Discounts and offers were uninteresting, especially in an economic downturn when clothes and accessories are considered ‘non-essential’ purchases. Therefore, we women are less likely to spend enough to renew our closets! Disappointed, I returned home bag-less. I then opened my closet... it was already FULL! This is a problem for most of us: we need space and cheap clothes! This is why I set up an online marketplace where fashionistas can - from the comfort of their home - swap the clothes they don’t feel like wearing anymore, and get something different, something original, something timeless, that someone else was tired of!"
To find individuals with similar tastes, users can join trend groups in categories such as 'Quirky Quintessential', 'Denim Addict', and 'Miss Avant-Garde.' Additionally, Ohana hopes that emerging designers will use GetMyCloset as a platform to sell their designs and expand their reach. And while the goal of GetMyCloset is to build an active community on the site, Ohana recognises the need to promote the site via existing social media channels. "Blogs, Webzines and Facebook are the new sources of inspiration for style, right up there with the best fashion press.," says Ohana. "We are trying to put ourselves out there by reaching out to the blogosphere, tweeting loudly, and showing all Facebook the best of customers' uploads!"