Dressipi names Sir Stuart Rose as chairman

Former Marks and Spencer CEO Sir Stuart Rose has been named chairman of online fashion recommendation service Dressipi. Rose is joining the start-up online business in a part-time advisory role and will be working closely with co-founders Sarah

McVittie and Donna Kelly to drive adoption of the service among “major” high street and online retailers.

Dressipi’s service offers women free fashion advice and recommendations suggesting outfits based on size, body shape and personal taste, by creating a ‘Fashion Fingerprint’ that combines stylists’ knowledge with technical expertise. The site boasts an impressive line-up of in-house stylists including ex-Daily Mail fashion editor Natalie Theo, fashion stylists Tara Kavanagh-Dowsett and Nicki Black and journalist Gemma Soames.

The fashion recommendation site has already signed up fashion retailer Boden, and online private sales site BrandAlley has just gone live with the service, and it is hoped that Rose will be the big draw to entice additional high street names to the service.

Commenting on his appointment, Rose said: “Retailers have been crying out for years for a solution that can help them merchandise and sell clothes more effectively online.

“Getting a woman to buy an outfit on the internet is about much more than showing them it’s available in their size. Before they click ‘buy’ they want to feel confident it will suit them and complement garments they already own.

“Giving online shoppers the confidence to make a purchase is the problem I think Dressipi have nailed with their recommendation service. I’m very much looking forward to working with Donna, Sarah and the rest of the team to help them bring the benefits of Dressipi to more retailers in 2013.”