Little Black Door: Share Your Wardrobe

A Shift in Fashion Consumption and a New App to Reflect It

The dynamic between consumers and fashion has undergone a significant transformation, extending beyond the impact of recent global events. Prolonged periods of limited social interaction have prompted increased mindfulness regarding fashion acquisitions and consumption patterns.

Despite discussions surrounding the concept of a digitally accessible wardrobe – reminiscent of the film “Clueless” – enabling visibility, sharing, and potential borrowing among friends, widespread adoption hasn't materialized.

Now, a startup based in the U.K. is endeavoring to alter this landscape.

Introducing The Little Black Door App

The Little Black Door (LBD) app, previously available in a closed beta phase, has recently become accessible for download on both the Apple iOS store and the Android platform.

This application empowers women to showcase their wardrobe contents in a manner akin to Instagram, through the creation of curated collections known as “Lookbooks.”

Furthermore, it facilitates the organization of personal wardrobes for individual use, with a particular emphasis on premium and luxury fashion items.

Key Features and Functionality

LBD enables users to “see, style and share” clothing, as well as engage in offline resale and borrowing activities.

The Lookbook functionality allows for the controlled sharing of wardrobe collections with friends or followers, fostering a platform for reciprocal borrowing.

Co-founder Lexi Willetts explains that the impetus for the app stemmed from a common frustration: a lack of clear awareness regarding owned fashion items, despite the prevalence of digital dashboards for other aspects of life.

Willetts also highlighted the cumbersome process associated with listing items for resale.

The Inspiration Behind LBD

Willetts and co-founder Marina Pengilly conceived the app after realizing the potential to generate approximately £30,000 annually through the online resale of their luxury clothing and accessories.

LBD is strategically positioned to capitalize on four prominent trends:

The growing popularity of resale platforms (such as Depop).
The increasing demand for rental services (like Rent the Runway).
The integration of AI in e-commerce.
The utilization of re-receipts for inventory management.

How the App Works

Users populate their digital wardrobe by capturing photographs of individual items.

The app then employs computer vision technology to identify each item automatically.

Lookbooks serve as showcases for fashion collections, and users can indicate ownership of items with an “I have this” button.

Items can also be added to wardrobes automatically through links to retailers.

Tracking Value and Spending

A crucial feature allows users to gain insight into their own wardrobes, determining what they possess and, importantly, the total value of their holdings.

Users can construct Lookbooks, similar to those found on Pinterest, and share them with friends or a broader fashion community, either publicly or within private, controlled groups.

These Lookbooks enable others to view a user’s style and potentially borrow outfits in person.

In addition, LBD provides a curated feed of fashion and lifestyle news, alongside engaging surveys.

Future Plans and Competition

Willetts indicates that the company is exploring partnerships with retailers and establishing supplier agreements for sales and fashion repairs.

LBD’s primary competitor is the ‘Save Your Wardrobe’ app.

However, LBD differentiates itself by prioritizing wardrobe sharing and borrowing, creating a genuinely social wardrobe experience, particularly within the premium and luxury fashion segments.

Business Model

The anticipated revenue model encompasses a Premium subscription unlocking additional features, affiliate marketing revenues, advertising opportunities, and commissions from resale transactions.

Disclosure: Mike Butcher provided early, informal advice.