Stylewhile

Stylewhile was a Finnish startup founded in Helsinki in 2011 by Jutta Haaramo and Mika Martilla. The company aimed to reshape the online clothes shopping experience by tackling the challenge of virtual try-ons. Its core product was an iPad application that allowed users to mix and match clothing items from various online retailers onto a model with a similar body type to their own. This functionality empowered shoppers to create and style complete outfits, combining different brands before making a purchase.

The platform operated as its own online retail aggregator rather than licensing its technology to other retailers. Stylewhile's business model was based on earning a percentage of the revenue for every transaction it facilitated. The company forged partnerships with several prominent online stores, including Saks Fifth Avenue, Shopbop, Asos, and Neiman Marcus. In a significant milestone, Stylewhile partnered with Saks Fifth Avenue in October 2013 for the launch of its iPad app, granting the luxury retailer one month of full exclusivity.

The service was designed to be highly personalized, encouraging creativity while helping consumers select clothes that suited their body type and personal style. Users could virtually try on an average of 17 items per visit, with approximately 10% proceeding to the purchase link. Beyond just trying on individual pieces, the app's emphasis was on creating complete looks, which could then be saved and shared with friends for feedback. Initially available only for women's apparel, the company had plans to incorporate a universal shopping cart to streamline purchases from multiple retailers in a single transaction. The venture was backed by The Finnish Foundation, Tekes, and Lifeline Ventures.

Keywords: virtual try-on, fashion technology, e-commerce, online retail, iPad app, personalized shopping, outfit creation, affiliate marketing, fashion aggregator, style visualization, Helsinki startup, Jutta Haaramo, Mika Martilla, Saks Fifth Avenue partnership, Lifeline Ventures, digital styling, apparel tech, online fitting room, retail innovation, e-tail