Start-Up Spotlight: D’Marie, the Shoppable IMDB of Fashion


This might be one of the most useful back-end fashion tools currently being developed that you’ve never heard of.  D’Marie bills itself as a “Shazam for fashion,” but that’s only half the story.  In terms of functionality, it’s more like the shoppable IMDB of fashion, making a huge archive of style photos, with active purchase links, available to stylists, bloggers, publishers, and designers.

Subscribe to the site to filter photos from television stills, street style images, ads, red carpet recaps, and more to buy either the exact look you saw the night before on, say, a Saturday Night Live host, along with a list of related styles.  The ideal one-two-three process that D’Marie hopes to invoke is see, shop, share.  The site’s other main utility is hidden in its back end.  D’Marie culls a ton of data about the success of every photo it offers, enabling designers (or anyone subscribed to the site) to see what generates traffic and, more importantly, converts into sales.

The company’s founders come from fashion and tech backgrounds. Frank Spadafora formerly worked as a producer and casting director for brands like Calvin Klein and Victoria’s Secret, while his co-founder, Matt Powell, brings the techie background to the table, having previously been a Senior Product Manager for Microsoft.  They’re operating out of New York and Seattle, respectively.

While D’Marie is currently ideal for sharing shoppable images across social media and online editorial platforms, Spadafora and Powell hope to soon see their work on television broadcast channels, displaying content across online viewing platforms like    HBOgo, Hulu, and Netflix.  This would both allow consumers to shop in real time while watching a show, and remove the middle steps of clicking, searching, and accessing secondary media now needed to buy an item “as seen on TV.”


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