It’s January 2016. I’m sitting in the basement of my then boyfriend’s apartment. He and his friends are picking out tracks to play for their house party happening in a couple hours.
Dear Retailers, When I was in middle school, the only way I realized that something was trendy was if Teen Vogue was writing about it or if Kim Kardashian (pre-72 day marriage) was wearing it. When it came time to go shopping I had to find something that resembled what I’d seen a year ago on TV. It was a pyrrhic victory. Not all size fours are created equal and even if I did find something that fit, it was definitely out of my price range. That outfit, or a great knock-off, was finally acquired and shortly went out of fashion after. In-store retail was a boring maze of racks, and online shopping was a confusing mess. Store layouts weren’t fun enough to engage me, and the lack of online reviews made me want to give up all together. Shopping was time consuming, disconnected and an expensive hobby. Ten years later – the game has only *kind of* changed. Here’s why: