In an illuminating conversation with Singapore Journal, Anya Cheng, the mastermind behind Taelor.style, delves into the intersection of confidence and eco-conscious fashion. Cheng elucidates on Taelor’s central mission: empowering individuals through bespoke styling experiences tailored to their unique needs, spanning professional encounters and romantic engagements. Through its groundbreaking clothing rental subscription model bolstered by AI technology, Taelor endeavors to extend the lifecycle of clothing items, thus championing sustainability. Cheng emphasizes the pivotal role of self-assurance in fostering meaningful connections and underscores Taelor’s dedication to liberating customers from the endless cycle of consumption. Furthermore, she discusses strategies for promoting sustainability while ensuring top-notch customer satisfaction, fostering an inclusive environment for all stakeholders. Cheng concludes by highlighting Taelor’s competitive advantage, grounded in its unmatched personalization and steadfast commitment to driving innovation and sustainability in the fashion industry.
Fostering Confidence Through Fashion Our interview commenced with the question, “Could you narrate an instance where you facilitated someone in feeling more confident about their appearance? How did you approach this?”
Anya Cheng shared, “One poignant memory involves a client gearing up for a crucial job interview. A recent graduate in North Carolina, he grappled with the transition from a casual work environment to a corporate one, feeling uncertain about his attire’s appropriateness. Through collaboration with his stylist, he ultimately secured a position as a Data Scientist at a leading tech firm in the Bay Area.
Dating is another realm where individuals often seek support in boosting their confidence in their appearance. Research conducted by Banana Republic suggests that 67% of daters experience stress over their date outfits, and studies, such as those published in Social Psychological and Personality Science, demonstrate that well-dressed daters receive 27% more likes and messages. Danny’s experience epitomizes this — we assisted him in refining his dating wardrobe for a photoshoot for his dating profile, leading to a successful date!
This concern is widespread, and it’s where Taelor shines, offering personalized styling services tailored to individual needs. How does Taelor’s men’s clothing rental subscription operate? It begins with customers signing up and completing a style questionnaire, enabling Taelor’s expert stylists and AI to curate a bespoke selection of garments based on the customer’s size, style preferences, and upcoming events. The meticulously chosen garments, cleaned and ready for wear, are then delivered straight to the customer. They have the flexibility to enjoy these pieces for weeks, with the option to return or purchase them at a discounted rate. Upon returning the items, customers receive a fresh selection, ensuring their wardrobe remains current and varied. Through this rental model, many customers embrace new styles, experiencing a newfound confidence after their transformation.”
Fostering Bonds
Singapore Journal: In what ways do you think personal confidence enhances successful interactions and connections with others?
Anya Cheng, “Confidence is a cornerstone in shaping fruitful interactions and establishing meaningful connections with others. It silently but profoundly communicates self-assurance, often surpassing the impact of mere words. When customers express their desired impressions while wearing Taelor clothing, they frequently highlight attributes such as ‘fit, polished, professional, stylish, and refined,’ rather than simply emphasizing ‘fashionable.’ This signals a preference for exuding preparedness and style without appearing ostentatious or overly eager. Both Taelor’s human stylists and AI technology collaborate to strike this delicate equilibrium. Ultimately, Taelor’s mission is to empower customers to authentically embody their best selves.”
Unlocking Advantages
Singapore Journal: How might sustainable fashion positively impact individuals and the environment?
Anya Cheng reflects, “Sustainable fashion signifies a fundamental shift in clothing production, consumption, and mindset. Its benefits extend across environmental, economic, and social realms, benefiting not only our planet but also individuals and communities. Many of our customers express satisfaction in contributing to waste reduction while enhancing their personal style. At Taelor, our unique approach ensures each garment enjoys a complete and meaningful life cycle, being rented multiple times before being sold as like-new pre-owned items. Moreover, our sophisticated data analytics empower fashion enterprises to cater to authentic consumer preferences. Through collaborations with eco-conscious brands utilizing innovative materials like recycled coffee grounds and plastic buttons, we deepen our commitment to sustainability.”
Pulse of Sustainable Fashion
Singapore Journal: Staying informed about sustainable fashion trends is essential. How do you make sure you stay current with them, and how would you integrate this knowledge into your duties at taelor.style?
Anya Cheng, “Remaining abreast of sustainable fashion trends requires a comprehensive approach, involving continual learning, collaboration with industry peers, and the embrace of cutting-edge technology. At Taelor, our extensive network spans over 300 fashion brands, fostering a vibrant space for knowledge exchange. We are privileged to receive input from esteemed strategic investors, such as industry titans like Lululemon, Nike, Hugo Boss, and Uniqlo, as well as guidance from a Board Member associated with a prominent circular economic foundation.
As active contributors to the startup ecosystem, we are deeply immersed in pioneering sustainable practices, business models, and technological innovations. However, our role transcends mere observation; we are trendsetters in our own right. Leveraging innovative data analytics, we assess garment longevity and employ AI to pinpoint trends and invaluable insights. As the driving force behind Taelor, integrating this intelligence into our platform is paramount. This ensures that we not only provide stylish and relevant choices to our customers but also steadfastly uphold our commitment to sustainability.”
Innovative Strategies for Garment Sustainability
Singapore Journal: Describe a situation in which you ingeniously extended the durability of a garment. What were the outcomes, and what valuable lessons did you learn from the experience?
Anya Cheng shared, “At the heart of our company lies a commitment to prolonging the lifespan of clothing. Through innovative approaches, we inspire brands to design garments meant for enduring wear, in line with the ethos of slow fashion. Each piece undergoes multiple rentals, extending its utility, a win-win for the environment and our clientele. Employing cutting-edge technology, we employ advanced cleaning methods to maintain durability, coupled with stringent inspections to ensure that every returned item meets our exacting quality standards before reentering circulation.”
Fostering Confidence Through Sustainability
Singapore Journal: How might you engage in promoting the ethos of taelor.style and encouraging customers to embrace their authentic selves without resorting to frequent shopping?
Anya Cheng, “At taelor.style, we wholeheartedly commit to our principles by empowering customers to radiate confidence in the days to come. Our approach to styling goes beyond merely selecting a few favorites from a shipment. Instead, our stylists meticulously curate versatile combinations that offer three complete looks, equipping clients for upcoming occasions while boosting their self-assurance.
With our extensive range of premium-quality items and rental system, each garment has the opportunity to be cherished by multiple individuals. This not only allows customers to embrace their unique style but also contributes to reducing overconsumption. Moreover, if a customer develops a strong attachment to a particular piece, they have the option to purchase gently used, second-hand clothing, ensuring it remains treasured and worn for years to come.”
Managing Customer Discontent Regarding Taelor.style Products
Singapore Journal: How would you approach a situation where a customer expresses dissatisfaction with their appearance even after using products from taelor.style?
Anya Cheng, “Handling instances where a customer expresses dissatisfaction with their appearance despite wearing Taelor.style products involves a blend of empathy, attentive listening, and tailored solutions to address their concerns. Spearheading this initiative is our seasoned customer service lead, who brings prior experience from managing customer service at eBay. We diligently examine all customer feedback during our weekly executive meetings, continually refining each interaction to ensure excellence.
Operating under a rental subscription model, our service empowers customers to explore a wide array of items and return any unwanted pieces. Each shipment comprises five items, allowing customers to enjoy and utilize four while returning the one that doesn’t fit well. Prior to each subsequent shipment, customers can offer feedback to their personal stylists, ensuring a more personalized selection for their next delivery.
In instances of significant dissatisfaction, customers have the option to reach out to our customer service team. Additionally, our AI swiftly adapts to individual preferences, adjusting its curation approach within weeks to better match users’ tastes as they engage more with Taelor.style. This functionality is designed to gradually diminish instances of customer dissatisfaction over time, thereby elevating the overall user experience.”
Previous Pursuits of Anya Cheng Singapore Journal: Would you mind providing examples of initiatives or projects you’ve been involved in that promote confidence-building or sustainability in your previous roles?
Anya Cheng shared, “Over the last decade, I’ve devoted myself to empowering individuals striving for career excellence, urging them to harness their strengths to build confidence and resilience in the face of challenges. Along this journey, I’ve had the honor of delivering two TED Talks and penning two bestselling books. My background in journalism, coupled with my own experiences navigating the post-graduate job market during the Great Recession, has provided me with invaluable insights.
From patiently waiting outside office buildings to secure meetings with hiring managers, to leveraging volunteer opportunities for networking at conferences, and even proactively reaching out to executives of major corporations, I’ve embraced unconventional methods to seize opportunities. My passion springs from a deep desire to inspire and enable others to unlock their potential.
My co-founder, Phoebe Tan, shares a profound commitment to sustainability, making her a sought-after speaker at events focusing on circular fashion and sustainability. Our investor, Sean Chao, serves as a Board Member for a foundation dedicated to circular economics. At Taelor, we actively seek out sustainable brands, curating products such as clothing crafted from recycled plastic bottles and coffee grounds.”
Balancing Customer Satisfaction
Singapore Journal: How do you balance customer satisfaction with environmental considerations in your product or service offerings?
Anya Cheng, “At Taelor.style, our mission is twofold: to ensure customer satisfaction while making a positive impact on the environment. We strive for a delicate equilibrium between delivering exceptional, personalized fashion experiences and embracing sustainable practices. Our philosophy emphasizes quality and longevity over quantity in selecting our clothing range. We adhere to a straightforward principle: by providing garments that can be rented multiple times, we encourage responsible consumption, reducing the need for excessive purchasing.
Through our rental model, we significantly diminish the demand for new garment production, thus reducing our environmental footprint. Furthermore, we actively engage with our fashion brand partners, offering comprehensive feedback to shape future collections in line with consumer preferences. This collaborative approach not only minimizes waste in the fashion cycle but also fosters a more sustainable industry.”
Expressing Identity through Personal Style
Singapore Journal: Could you share your thoughts on how personal style intertwines with self-expression? How does this connection resonate with the mission of taelor.style?
Anya Cheng elaborated, “The intricate dance between personal style and self-expression serves as a potent means of non-verbal communication, allowing individuals to articulate their identity, emotions, and values without uttering a single word. Consider our eclectic mix of clients: a furniture designer seeking attire that mirrors their design ethos, a middle-aged individual striving to exude youthful vigor in social settings, and another person yearning for clothing that whispers, “Though I may seem unassuming at first glance, my style demands attention upon closer inspection.”
Personal style transcends mere clothing; it is a carefully crafted manifestation of one’s core, shaped by life experiences, aspirations, and the cultural milieu. In today’s era, sustainability plays a pivotal role in influencing how individuals perceive themselves. By championing sustainable fashion, Taelor.style empowers its clientele to authentically express their identities with integrity.”
Advancing Inclusivity and Empowerment
Singapore Journal: Creating a welcoming and inclusive environment for both customers and team members is a priority at taelor.style.
Anya Cheng, “At taelor.style, our mission is to empower our customers, instilling them with the confidence needed to embrace each day. Through our unwavering support, we enable them to overcome challenges and achieve their aspirations. With a proven track record of guiding individuals, especially those facing barriers due to underrepresentation, we serve as a steadfast source of encouragement.
From prestigious events like the Disney Premier, Oscars, Grammys, MLS games, and Cannes red carpet, to shaping career paths in fields such as data science, interior design, and law, we are dedicated to turning our customers’ dreams into reality.
Regarding our team, we prioritize placing them in roles where they can truly thrive. Founded by two minority women, Taelor is proud that 67% of our staff are women, with 8% identifying as non-binary. Additionally, 75% of our workforce comes from diverse backgrounds, encompassing Asian, African American, and Latin American individuals. We actively seek out vendors founded by minorities and ensure our models reflect a variety of ages, ethnicities, and body types.
Moreover, we cater to a wide range of customer sizes, offering options from S to 2XL, and maintain a waitlist for those beyond our current size range. Our commitment to inclusivity is woven into every aspect of our operations, ensuring that every interaction with taelor.style leaves individuals feeling valued and supported.”
Nurturing Competitive Edge Amid Market Evolution
Our final inquiry delved into the scenario of a new competitor entering the fray with a similar mission yet employing a different approach. How does taelor.style maintain its unique value proposition and competitive edge?
Anya Cheng outlined, “Our strategy revolves around ‘Personalization at Scale,’ utilizing advanced data analytics and AI to provide unparalleled personalized styling services. This ensures each customer feels uniquely attended to, setting us apart from competitors. Our AI investment isn’t solely about cost efficiency; it’s about enhancing customer satisfaction while expanding responsibly.
Taelor’s AI serves as the ultimate ‘Outfit of the Day Advisor & Inventory Predictor,’ offering distinctive advantages for both consumers and fashion brands:
For consumers: Our AI tailors recommendations to individual preferences, facilitating effortless outfit selection based on occasions, personal style, and trends. Moreover, it encourages users to explore new styles, enriching the fashion experience.
For fashion brands: We lead in Inventory Prediction technology, furnishing insights to optimize inventory management and tailor offerings to evolving consumer demands, thus driving business growth and enhancing satisfaction.
With the apparel market valued at $400 billion, the 23% annual growth rate of circular fashion underscores significant opportunities for innovation and expansion.
There’s ample space for growth in circular fashion, and we welcome new entrants. Increased competition not only fosters innovation but also raises awareness among consumers about sustainability.
Rent the Runway and Nuuly demonstrate the potential for growth in rental subscriptions, attracting new rental customers and affirming circular fashion’s promise.
Ultimately, the entry of new players enriches opportunities for innovation, sustainability, and consumer engagement.” – Anya Cheng
Connect with Anya Cheng on Linkedin
Visit Taelor Style to learn more about it
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