Shopping app combines features of Instagram, Pinterest, Farfetch – WWD

LONDON – Seven, a social commerce fashion marketplace app, is on the horizon.

If Instagram, Pinterest and a Farfetch wishlist came together, it would be Seven, a new technology launched in 2021 by King’s College London law graduate Yara Al Dhaen.

“I’m a California Certified Attorney. I did it before Kim Kardashian,” she said in a Zoom call from her home in Bahrain. It was the practice of law that made Al Dhaen, an avid shopper, wonder how she did her shopping and how jaded the process had become.

“The way we shop is based on this 90s interface which is a lot of catalog-based searches, which is so time-consuming in a time when everything around us has changed,” Al Dhaen explained as a role model. development of the app, which connects the three players in the fashion industry: brands, buyers and tastemakers.

The app’s technology is simple – it follows a fashion market model which is no different from other digital shopping apps, but Al Dhaen has incorporated a community aspect that allows users to interact with each other. others by sharing their carts, purchases and wishlists.

The app already stocks over 70 brands with a strong focus to target emerging labels including Amal Al Mulla, Vanina, Bionda Swim, Dolla and more.

Al Dhaen’s smartest strategic move for the company was to partner with The Luxury Shopper, a personal shopping and product sourcing service available to all users.

Yara Al Dhaen, founder of Seven

Courtesy of September

The practice of hunting for vintage pieces has gradually evolved with technology, from auction houses to online versions and WhatsApp chats, which, according to Al Dhaen, comes with a nuance of embarrassment “if you don’t don’t like the price or the person”. Luxury Shopper offers full transparency on the provenance of each item and its resale price.

Currently, The Luxury Shopper in September is stocking the sought-after Chanel dad sandals for £1,995; Prada’s belted quilted puffer jacket for £2,395 and a pink Chanel flap bag for £9,700, the app’s most expensive item.

Brands can choose to sign a six-month to one-year contract with Sept. “We have a brand retention rate of almost 99%. Even if they don’t sell as much as they expected in a given month, they have access to a dashboard that allows them to see data on all their products and how they’re performing on the app” , said Al Dhaen.

Its focus in building the brand has been to bring together macro and micro influencers on the app to connect with customers through special activations which are promoted on other social media platforms to attract new users to the 1st september.

Seven’s largest demographic to date is the Middle East, a market that engages heavily on social media and which Al Dhaen understands best because it is its home region.

“We want to treat everyone like an influencer,” she said, revealing that they will be adding messaging functionality to enable dialogue between users.

Edwin S. Wolfe