London-based startup, SilkFred, home to unique and independent fashion brands has launched an app in a bid to create a simpler shopping experience for consumers.

SilkFred wanted to take all the things customers love about shopping with them and distill this into a simple concept: the latest fashion from brands you haven’t yet discovered, for the moments that are special to you and shoppable video content showing you how to wear from the SilkFred team.

Whilst another lockdown may be on the cards, couples are still allowed to invite up to 15 people to their ceremonies and with more people beginning to socialise in bars and restaurants – looking and feeling good is just one thing we can enjoy during this challenging time. When a customer downloads the SilkFred app, they are asked about what plans they have coming up meaning outfits can be curated strictly for their planned events.

One of SilkFred’s core experiences on their website is their Perfect For section (they even have a Perfect for the Pub page!). Originally launching the app into the iOS App Store on April 1st, COVID-19 clouded the retailer’s plan to publicly launch the app. However, it allowed the team to ensure the app was ready for launch with rigorous user testing, trialing new layouts, and more – an invaluable experience for the London-based startup’s future. The app has been developed by its own in-house team and they’ve created all the content and tech themselves from the ground up.

Emma Watkinson, CEO & Co-Founder of SilkFred said: “We didn’t want to create an app that mimicked the web version of SilkFred. We can create different journeys for our customers on the app. We are known for our catwalk and tutorial videos on social media and customers love that we help them with what to wear, how to wear, and where to wear. So we decided to build an entire journey around shopping through our video content. There’s so much noise out there and we wanted our app to take the headache out of finding that perfect outfit.
We are a data-driven company. Now we can take all our insights and learnings from the last 10 years of selling for independent brands and create personalised journeys for customers based on their behaviour. This is especially exciting because it gives us all a competitive edge on big-name high street retailers. I’m so proud of what our team has built, especially during a stressful time.”

Excitingly the team has revealed they are working on an Android app and releasing it to their international customers soon.

Images courtesy of SilkFred


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