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Dress60 takes part in the Telefónica Open Future Global Race

Two weeks ago Dress60 met again. Alejandro Deleyto, CEO of the Startup, encouraged the team to participate in a Startup contest: The Telefónica Global Race Open Future.


The competition consisted in three phases where the first one mainly focused on creating the Startup’s profile and then try to get as much votes as possible. And so we did. We decided to take part in that adventure.

That same day we started to work. We built Dress60’s profile , we uploded it to the Telefónica’s platform and we started to contact people. We know we’ve been a little tiresome lately, but all that was for a good reason. The final award was to be able to present Dress60 to investors and professionals of the sector in the Mobile World Congress of Barcelona 2017.

Undoubtedly, that was our great motivation for not stopping typing and sending messages by Whatsapp, Facebook, Instagram, Twitter, and all the social networks that you can imagine, to all the people we know, non-stop. We contacted people from all over Spain: Almeria, Vitoria, Gijón, Oviedo, Madrid, Barcelona, ​​Cadiz, Huelva, Valladolid and many others. But not only nationally, but also internationally: Mexico, Argentina, Germany, Portugal, UK, Brazil, South Africa, USA, Russia and a long etc.


It was a busy week, but every day that passed, we went from 100 votes over 100 votes. It was incredible! All this was possible thanks to the digital world in which we live nowadays. The connectivity that exists now. Sometimes, when we talked to a specific person, he or she told us that he or she had already voted, because a family member, a friend, a neighbor or someone that he or she knew had already told him/her about it… Dress60 was back on track.

The icing on the cake was set by a guy from Bangladesh who contacted us for an offer of 150 $, to get 1,000 votes. He emphasized that the votes were for real and he asked if we were interested in accepting their services, to which we strongly answer no. However, it was enriching to know that there are people who have found a business on voting contests of this type.

After the voting period closed, we got a whopping 574 votes in just one week. It was a great effort done by everyone. We managed to qualify in the 30th position from a list of 347 Startups. In addition, we were few positions away of one of the greatest in the information field. A boy who will give much to talk in the upcoming few years, Toni Moret, CEO of Infomix, which exceeded the 600 votes.

Although is true that we did not pass to the next qualifying phase, we are leaving the Telefónica Global Race with a very good feeling. The reward of being able to share our idea all around Spain and in many other parts of the world was priceless. Thanks to all of you.

The affection of the people, their support and their interest in the idea makes Dress60 to committe and continue fighting. Digitization is reaching all sectors and the fashion world can not be left behind. For that reason, Dress60 can not miss this opportunity to leave its own footprint in this Era, The 4th Industrial Revolution.

Once again thank you all for your support. Thank you Telefónica and we will keep it up. The show must go on.

Dress60, out.

The world of fashion and the Personal Shoppers

The things that can happen when one enters the world of fashion are incredible. There is definitely no turning back. Everything turns into a vicious circle in which the only goal is to be at the latest trend. Why? To be honest, it is because we feel more beautiful and attractive doing so, and therefore, more comfortable with ourselves and our inner consciousness. Whoever says otherwise can cast the first stone.

From that personal feeling that comes out the key figure of the world of fashion. The so-called Personal Shopper, better known in our country as the «Asesor de Imagen«. But we should not fool ourselves… Personal Shopper sounds way cooler than «Asesor de Imagen«. Please, what is hot right now are the anglicisms, they are cooler.


Therefore, what is a Personal Shopper? First of all, this person could be a man or woman. But to continue, this person should be someone who can help us to choose our best outfits, and by doing so, he/she will make us feel more comfortable with our own image and the one we want to show others.

There exists an amount of diverse sociological and psychological studies that clearly show that people who project a better image of themselves are more likely to achieve whatever they desire. That’s what the English speakers have called Power Dressing. So, let’s put our backs into it!

However, I was perplexed of the following situation: Having decided that my article was going to be focused on the theme «Personal Shopper» I decided to ask to a few people the following question:

«If you were using the services of a Personal Shopper, would you want it to be a man or a woman?»

The truth is that I obtained several types of answers, but, surprisingly, the answers were not one sided. On the contrary, all the answers were basically an inner dialogue considering which option would be better. As they answered, they mentioned their own doubts and decided depending on them. I found the discovery of how the female brain works fascinating. Even if it was just a small portion of it.

As soon as they finished analyzing the question and organizing their thoughts, they began giving me their answers. I would have never guessed them. Here are a few key points:

  • In preference, I would pick a man, since a woman would probably not tell me the whole truth. Sometimes, in order to protect others, we do not say everything that we think. I don’t trust that.
  • If I had to choose one, I’d rather have a man, however, it would have to be gay, since they have a much better fashion sense.
  • I would rather have a man, but not a gay man, because he will truthfully tell me how well the clothes fit me, and I will be able to see it in his eyes.
  • Definitely a woman, I would feel more comfortable in those type of situations.
  • I would not use it, since I believe that all opinions would be for the sole purpose of selling more.

As you can see, there are a wide variety of opinions and tastes, but let me inquire you to reflect on the following:

What would you pick? A man or a woman?

Regardless of you decisions, I hope that one day you try it, I hope you go out and buy with your very own Personal Shopper, or in the stores themselves, where the free version of it’s services will be offered.

It will be an unforgettable experience. It might also be a way to stop routine, or as we would say:




Luxury and fashion networks in the Asian giant

The Asian giant arrives in the networks of luxury and fashion that bring the runways around the world. Spring is loaded with transparencies, networks and perforations that leave little to the imagination. Gone are the predominant flowers and pastel colors. The wardrobe is reinventing itself, and it is doing so while in the purest Madona style forming networks of luxury and fashion.

Fashion magazines bring forth a group of celebrities who have succumbed to the power of Balmain and Chanel on the cover and interior designs. Among the several outfits that have been selected in this emerging spring-summer season , highlighted are the sets of » networks of luxury and style «. Both the catwalk models of Paris, Milan and New York and the famous actresses and singers, are happy with the new designs that leave little to the imagination.

Balmain-Spring/Summer 2016 Full Fashion Show

Selena Gomez , Bianca Brandolini , Miranda Kerr , Cate Blanchet and Eva Longoria are head over heels about the new designs that stand out in red runways around the world, from pure white to metallic black. The net’s touch plays a part either in combination or solo as both instagramers and the most famous street styles of the moment.

While the new season is taking the catwalks, the Chinese market takes power in the streets. Not only can you see this in revolutionary trend individuals in the business world, such as Eva Chen . The independent designer , Liu Lu , as well as outstanding Chinese entrepreneurs make their intentions clear: to move the fashion and chic to their country’s streets.

Shangguan Zhe (@sankuanz), Fiona Lau y Kain PickenVega Zaishi WangChristine Lau and Anais Mak are some of the names that have caused big impressions in 2015. But what can we highlight if we travel to, say, Shanghaï ?

Luxury flows through the streets of Chinese cities and towns . During a visit to Shanghai one could see that the Chinese citizens dressed proudly, with all sorts of backpacks and handbags taken from the most recent sales of Prada , Chanel and Dior. At first glance it seemed that they did not feel passion for fashion in general, but with a more careful look one could see that they are as brave as the Londoners and feel as comfortable with styles as the models on the catwalk.


The great work being accomplished by bright Chinese designers like Liu Lu,  Xander ZhouUma Wang or Zuc Zug is gradually gaining respect in the most privileged areas of China. There is no doubt that they are known internationally, but his venture has accomplished some fascinating: to cause a typical Chinese citizen to change the traditional blue, black or brown dress to an innovative one filled with a wide range of colors, styles and, it seems that in spring, luxury and fashion networks.


Do you know what a QR code is?

After multiple interviews with a diverse number of individuals, one can be truly astonished at the results yielded from them. Some coincide, while others contradict each other. However, in all attempts for knowledge, there has been one question which always received the same answer.

If I were in your shoes at this moment, I would probably be wondering.. What could it be? In this specific case of intriguing  knowledge I will not leave you wondering, since that wouldn’t be fair. The question was the following:

“Do you know what a QR code is?”

Surprisingly, 98% of the people surveyed answered NO to this question.

Yet when they were told that it was the famous square composed barcode that is scanned on travels by train or plane, then they strongly insist that knew of it. Not only that, but also that they have used it on several occasions before. One of lifes curiosities… the number of things we use but do not know the name for.

Regardless, what is important is not that individuals know the name, but that they use it.

Now that we know the these «geometrical figures» are a normal sight in the scope of transport we wonder, is it the same in the world of fashion? In my opinion, the QR code still has a far way to go.

When one observes the labels in clothing, they forget that in each of them there is this before mentioned code, albeit not always. Not all brands include it, and some of them offer little to no additional information even if they are.

Brands like Zara and Promod are few of the ones that do. The first redirects you to their website, while the second accomplishes the improved action of displaying a model with the clothing on. Similarly, scanning the QR code in Promod allows the buyer to access additional information regarding specific sizes of the clothing as well as complementing products that could be combined with it (in the case of pants: shoes, handbags, sweaters, scarves, ect.). This is the right approach that all other brands should follow.

But, even after this, the QR code is not sufficiently attractive. People would not lose their time scanning it. They believe there is no added value.

Thus, I ask you: What information would the QR code have to offer for it not to be a waste of time to scan with your phones? Should there be more advertisements about this asset in stores? Is it worth spending money in this technology?

I hope you all think about this, as I leave a sample of Ralph Lauren. Will you waste your time scanning it?


The new tendencies of fashion and technology

Greetings friends, how is everyone? Dress60 will now immerse itself in technology in order to advance with the new trends that are captivating everyone’s attention.  The diverse communication methods are showing the revolutionary fashion sector tendencies, causing the tables to shake. As the months go by, technology keeps growing, shocking us with new possibilities, perfecting previous existing methods. Furthermore, this technology is now starting to enter the fashion world, enveloping it with virtual reality, 3D glasses and multifunctional robots.

Moving on to the “new digital era”, we find different digital tendencies and innovation, focusing on fashion. The times with predetermined manikin sizes are over, the new manikins now adapt to each individuals sizes. This new project, known as iDummy, is the result of long years of hard work. This promising and brilliant challenge has transformed into a viral idea in social networks, attracting trendy girls and engineers. Trendencias takes the official role of the loudmouth that lets us know about the robot-manikin.


Just as the thousands of users let us know, the standard manikin is a bit obsolete. Also, the personalized clothing is reaching extremes that highly entice customers. All those fashionista that had troubles picking the right size, now is the time to shop. But what truly generated frustration was having to face a model of unreachable dimensions, which did not truly represent the consumers actual body. In order to improve this problem, the proposals of future technologies will be able to solve the needs. These are the tendencies that Dress60 wants to incorporate in the shopping experience process.

The famous customer experience has evolved from the catwalk to our houses, adding an element of value to the future of fashion through the use of virtual reality. We leap from seeing the medieval Sevilla with Past View to being present in a fashion show, all thanks to what looks like simple glasses or a phone.

We will follow the evolution of this promising marriage formed by technology in the digital age and the capitalized fashion.

The digital future of Fashion

The world of fashion is changing at a tremendous pace. Newer technologies are born and introduced every day, originating in Balenciaga, Ortega or Blahnik. But… Why? There are two basic reasons: The first is attributed to the evolution of new technologies, and the second is due to the Millennials. The digital future of fashion is almost here.

It is quite likely that one of them is reading this article, but who are these millennials exactly? To define them simply, they are the individuals that belong to the generation Y, who have been born in the last two decades of the twentieth century. Can you identify yourself as one of them? A major difference between this generation and the previous ones (generation X and Baby Boomers), is that we are much more influenced by technology.

“Kids used to be born with bread in their hands.

Nowadays…they are born with a fully mastered mobile phone and tablet ”.

Fashion brands are aware of this change. Thus, they must add and implement new technologies in order to interact with their future clients. Zara, Sephora, John Lewis, Tesco and many others have already began with this transformation.

However, what excels the most in these new tendencies that fill the fashion market are digital mirrors. Do you know about them? These new products are already revolutionizing the experience in stores all around the world. This is how a new method to try on clothes is born. Some stores like Ralph Lauren have already implemented this new tech in Manhattan, however, when will it reach Spain?

It is possible that introducing this new experience could boost sales. Nevertheless, it has been observed that there is an increasing tendency towards purchasing clothing product online in the retail world. How could this sales be further increased? This would be the next step that the largest brands in the world of fashion are facing. The next issue would be the mobile phone. This is the future, one that is in the hands of the Millennials.

See you in the next post.

Millennials are driving a fundamental change in the way we think about corporate culture and what we see as the potential for impact in the social sector by both companies and employees”

Jean Case