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Elevator Pitch: Dress Code
Animation by Drue Wagner and Troubadour Image + Sound
The Yes
Julie Bornstein (MBA 1997), cofounder and CEO; former COO, Stitch Fix
Jennifer Koen-Horowitz (MBA 1997), head of brand marketing and PR
Vision: The Spotify of fashion
Concept: The Yes builds a personalized, multi-brand store around each user. Leveraging AI and machine learning, the app uses a sophisticated algorithm to streamline and personalize a dynamically adaptive online feed of potential purchases based on yes or no responses to simple questions, getting smarter with every answer. “This has been done in media and music, but not fashion, which is an extremely nuanced category requiring constant training and retraining of the model,” says Koen.
Stats: Founded in 2018 and launched in May 2020, The Yes currently employs 40 and is the subject of a recent HBS case by senior lecturer Jill Avery and associate professor Ayelet Israeli. The company has received $30 million in venture capital funding.
Heard: “The ‘overwhelm’ of shopping online is very big,” says Koen. “We’ve built an experience that lets women enjoy the process and get to the items they love faster.”
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