Desert Island Retail Technology: My Secret Stylist’s Cristina Holm talks AI hype and virtual try-on fails
As part of a new RTIH series, in which leading industry figures share the retail soundtrack of their lives, we sit down with Cristina Holm, Co-founder at My Secret Stylist, to talk brand apps, magic mirrors, AI, and Amazon’s delivery proposition.
RTIH: Your earliest memory of interacting with retail technology
CH: One morning back in 1992, the MD I reported to (the owner of a Danish fashion retail chain) threw me the keys to a store he’d just bought and told me to go and open it up. I had 30 minutes to do so. There was a till with a barcode scanner. I read the manual and opened on time. It worked. There was also a big file which catalogued all the product prices. Good job too, as barcode tags often went missing.
Shortly after I moved to the UK in 1998, I remember training all Wallis store teams across the city of London to use Arcadia’s new ISSI system. This helped manage both front and back of house tasks including HR matters and payroll. It was brilliant for store management.
Though ironically, I don’t think much has changed since. I often help store staff with their own systems, when I’m the shopper. Of course, I see there are better interfaces, functionality, and integrations.
There’s more nowadays for staff to learn, but overall systems are easier to operate and are more reliable. That said, these systems are still very task orientated and product focused. In my opinion, there’s a huge commercial opportunity for more customer centric systems. As, never forget, they pay the bills!
“Everyone is talking about AI but this is such a generic and broad term. It’s like saying you’re buying a car. However, is it a Ferrari or a Lada?”
RTIH: Most frequently used retail technology in your day-to-day life
CH: Brand apps! In many ways I’ve become an expert user since 2009, when I stepped away from working directly for fashion retail brands. I felt retailing was losing sight of the customer. Which was an issue for me.
Perhaps no surprise then, I became an independent personal stylist so I could continue doing what I loved - serving customers. I then became a pioneer using tech. I was the first stylist (globally) to invest in a 3D body scanner in 2009 and I launched one of the first styling apps on Apple’s App Store, back in 2013 (called My Shape Stylist). It’s still available today on iOS, has had >150,000 downloads globally and provided some of the key insights for the tech that underpins my new store concept.
My job meant I’ve remained heavily involved with retail, as technically I support all brands - helping match their products to my clients. With far fewer returns and much happier customers.
I use all the fashion apps out there. I’m an expert navigating and using all the filters. So, discovery takes me minutes if not seconds. That said, this is because I know what to filter for. My clients honestly don’t (which is why they use me). They need this help.
Which is why I built our My Secret Stylist platform, a proprietary ‘personal styling’ AI which underpins a unique new store concept for physical fashion retail. Democratising my expertise, where both customers and brands benefits. Where the brand doubles turnover and 4x more profitably. As well as reducing online returns by half and new data streams designed to help improve collections and reduce waste.
For the customer? They get this service for free. I’ve hidden my tech within what is a unique 1:1 human led, shopping experience. Yet, here’s the thing…it’s really just another app. One specifically designed to work in a store and underpins the entire operation.
Where I’ve streamlined processes and eliminated time consuming and wasteful tasks. With a game-changing layer of trust for every customer. It’s not just personalisation at scale. It’s service that creates profit. The USP is that it’s accurate from the first point of contact.
RTIH: The most exciting and promising retail technology innovation right now
CH: Well, of course it’s pretty clear I am excited about what we’re bringing to market with My Secret Stylist. It incorporates my lifetime of learnings in fashion retail.
Everyone is talking about AI but this is such a generic and broad term. It’s like saying you’re buying a car. However, is it a Ferrari or a Lada? I read, according to Gartner, many AI projects are struggling to deliver on their promise. In my opinion, this is owing to premature adoption and scaling without a proper test drive.
In fact, it’s why My Secret Stylist has been created as a standalone solution. We know our results will do the talking. Why else would we own the store lease and staff liability?
In effect, brands can ‘live trial’ our technology and make a profit, without impacting their business as usual (BAU). As literally, there are no integrations or cyber risks. Not only is the return on investment (ROI) far better than traditional stores, it’s brutally simple and transparent to calculate.
I’m excited because we’re bring back purpose and joy, in the form of service, to physical shopping. Creating an experience. Delighting shoppers.
Creating jobs too. As we will employ more staff per square foot than traditional fashion stores. Where their focus is on service and selling. Doable because the customer and product journeys are now more slick and efficient. Store teams simply facilitate this ‘matching moment’ - as that’s where the magic happens.
The outcome is a store that more than doubles turnover in less than half the space, equating to being 4x more productive than traditional outlets.
Also reducing plenty of waste. In terms of time, money, and fabric. This sustainability benefit is an ‘incidental effect’ that I’m proud of. With new regulations incoming, I’m delighted we’re going to be part of the fix.
RTIH:The retail technology innovation you'd like to take to a desert island
CH: That’s a no brainer! Amazon and their delivery service. Though I guess it won’t feel like being on a deserted island. I’m already planning the location of their drone ‘drop zone’.
RTIH: The most overhyped retail technology innovation you most definitely wouldn't take to a desert island
CH: ‘Magic mirrors’ in fitting rooms and ‘in-store’ virtual try on.
First of all, why would you ‘virtually’ try something on in-store if you can physically try it on? One of the main reasons returns are roughly four to eight times less than online purchases is owing to physically trying on clothing. Why put that at risk?
Similarly with augmented reality mirrors, you’re creating a bottleneck within a fitting room by increasing dwell times. Any upsell gains get lost via those customers who simply won’t queue and wait. Then overlay ongoing training and logistics involved for staff. Which sends me shivers!
Yet my biggest problem is the cost. Not just the installations and connectivity (i.e. capital expenditure (CAPEX) but the ongoing operating expenditure (OPEX) (i.e. digital maintenance) with ranges constantly changing. At least a website is on 24/7 and is accessible across regions. By comparison, in a store, there will be plenty of redundant time when this technology is not in use - not least when it’s closed. I’ll stop there.
My advice to fashion brands and retailers? Seek out the Ferraris. Better still, come and test drive ours.
