What was the initial spark of inspiration for FEYT?
F & E: "We were looking at what was missing in the fashion realm online and we felt that there was no real personal styling advice and customization for users. Luxury fashion e-commerce has been around for over 10 years, but the search aspect of the experience hasn't seen real innovation. People often talk about 'discovery' when it comes to personal style,  but online, the discovery — or search experience — hasn't evolved. You have to know what you are looking for.
We think women should be able to experience great style without having to go through all of the work of discovery. That's always been where our talent lies — we know how to discover clothes and mix them together in such a way to create real style. And that's what our technology will do for women. Our focus is shifting from search based purchases to suggestion based purchases, capitalizing on the commercial potential of recommending things people didn't even know they wanted yet."