Dressipi

Dressipi is an online service that offers something similar to the Stylist Edit. Their service is centered to their website online, although they do have an iPhone app that works out what size you are in every different shop, as shops can be generous or small with their sizing. 

On their website they sum up what their brand and service is about. 'Dressipi is a free fashion advice and recommendation service. We give you the know-how to dress your shape and update your style – and a quick and easy way to find the best clothes and brands for you. We create an accurate profile for you, called aFashion Fingerprint®, based on your own body shape, style and preferences. All of our fashion and style advice is unique to you and based on your Fashion Fingerprint®.Our top styling team identify the most inspiring and flattering types of clothes for you. They give you a free personal Style Guide, that includes a list of your wardrobe Must Haves and the styles you should avoid.And then every day, our technology searches all brands online, from high street to high end, looking for Recommendations that best match your Fashion Fingerprint® , to present your own daily edit of the season’s best pieces.'

The service requires a user to sign up before you can use it, so I tried it out. It also requires a lot of information about your body e.g. weight, height, to calculate what clothing is best for your body shape. This feature is very good, as it really does act like a stylist in the sense of knowing what's correct for your body. However, it takes ages to trawl through every single clothing brand to determine whether you like them or not before the site can start giving you personal recommendations. This is incredibly time consuming and in all honesty I gave up after a while. After using the service for a long time, it's obvious it will build up an idea of what you as a consumer likes and doesn't like, it doesn't seem like a very instant service. What is good about it though is that it suggests outfits based on trends and body shapes, it works out what colours work best on you given your hair, eye and skin colouring and provides helpful advice. 

All in all, it is a good service and I was worried it may detract consumers away from my own Stylist Edit, however upon researching it, it's different to what I'm offering, plus my app has the advantage it's mobile so can be taken anywhere. I do like the concept of having a 'fashion fingerprint' and think they should definitely consider taking this service into an app so users can always have it when they're shopping. What I have taken from Dressipi is to make sure my own app isn't too time consuming or makes consumers wait around for things.

Competitors- Apps

Company don't really have any competitors in terms of their Weekly Edit app. They are the first monthly magazine to create a weekly magazine app to keep their consumers interested and to keep constantly connected to them. They don't have an app anything like the 'Stylist Edit' that I'm creating so in those terms there are no competitors. The concept of a personal styling app, however, does have some direct threats.
Competitors

• Stylebook- This app is my main competitor. It's concept is incredibly similar to my own, with only some of the features being different. Saying this however, it is an american app so is more popular in the USA than in England so far.
• Closet- This app allows users to upload images of their clothes to the app and serves as a digital wardrobe letting consumers know how often they have worn certain items of clothing. This is app is a competitor in terms of uploading outfits and having an online wardrobe, but not in the sense of personal styling.
• Wink n Pout- This app suggests clothing suggestions based on users figures and offers style advice. It doesn't require uploading own wardrobes to the app, instead just picks out products from a database. 
• Feather Report- This app is completely different from mine as it suggests outfits based on the current climate and weather report. Nevertheless, the concept of suggesting relevant outfits is similar and may be helpful leading some consumers to download this app over the Stylist Edit.

Competitors- Magazine

In terms of the magazine, Company is rather unique with their content, style and approach to their publication. They focus on a variety of features including fashion, beauty, music, celebrity, books and articles. They don't have any direct competitors, however there are other magazines that consumers can be drawn to over Company.
Competitors

• Elle- Published by the same house, Hearst, they feature the same content but for a totally different age range. Plus they focus on designer and expensive clothing with massive editorial shoots, whereas Company concentrates on street style and the high street.
• Glamour- Another glossy monthly with a similar price tag, however Glamour focuses more on celebrity, real life articles and men. It could be classed as a direct competitor for the same age but different audiences e.g. doctors/lawyers- those who aren't completely fashion focused.
• Look- a fashion weekly that focuses on celebrity gossip, fashion and beauty. This is definitely a direct competitor with content, as over the last few months Look has been featuring more and more street style and blogger content. As it's weekly, it also has a loyal fan base as consumers can access it more regularly. 
• Grazia- Another weekly concentrating on fashion, celebrity, real life and beauty. Grazia is more similar to Elle in terms of content and target audience. However, they do feature a lot of high street and would be a competitor for the older end of the demographic e.g. 25+

The following perceptual map outlines where Company sits in regards to cost and fashion content among all over popular women's magazines.

This map is only a quick mock up- a final one will be produced.