DAILYLOOK’s CEO and Co-Founder, Brian Ree, is an entrepreneur who has established a number of consumer online businesses. Brian started his career as an entrepreneur when he launched a business named GoldMine.com, which specialized in selling fine gold jewelry and wedding bands. After gaining experience in online marketing, Brian then launched a network of other online content properties.
How did you get into the Fashion/Media industry?
I would tear out pages of GQ / Details of the outfits that I wanted to buy and take them to the mall to shop. I found it hard to coordinate all the different items of clothing / accessories to put together a look. Then I thought that some women would have the same frustration and decided there should be a better way.
Tell us about DailyLook. What inspired the idea and what is your vision for the company?
Our mission has always been to make it easier for a woman to put together her outfit, head to toe, without thinking too hard about it. We first launched by building the best website and user experience that made it easy to buy entire looks with one click. As we continued to evolve, we pivoted the flagship experience to be DAILYLOOK Elite, which is our premiums styling experience. Elite is a curated box of outfit ideas by your very own personal stylist, hand-selected once a month. Our clients only pay for what they keep and it’s free shipping both ways so it’s the easiest most convenient way to keep their fashion appearances current and fresh!
What strategic partnerships/marketing strategies have you implemented that have attributed to DailyLook's success?
DAILYLOOK is a cool lifestyle brand for the on-the-go metropolitan woman. As such, we try to partner with online influencers that are a perfect fit for the lifestyle. So she may be an instagram fashion blogger that loves to experience her city, from hiking the local mountains to brunching with her girlfriends. Where ever she goes, she’s looking fashionably appropriate for each setting and feeling confident. If that sounds like you, please reach out to our PR team! Pr@dailylook.com
What industry trends are you noticing and how do you capitalize on them?
Metropolitan women are busier than ever and shopping for the latest fashion is a lot of work. With your little free time, do you want to spend it battling traffic in Los Angeles or New York to hopefully find something you love? Or do you want to comb through a website that has twenty thousand fashion items to choose from? DAILYLOOK puts your closet on auto-pilot and gives you back time to enjoy the lifestyle you desire. Whether you’re a young career woman or started a new family, you can't create more time and a lot of these new on-demand services provide great value in giving you back your time. With Uber, Instacart, and DAILYLOOK Elite, you don't need to drive, park, shop for groceries, or your fashion.
Always keep learning.
Inspire confidence through self expression.
Your greatest success as Founder/CEO of DailyLook? Most difficult moment-how did you overcome and what did you learn?
Our greatest success was pivoting the business to offer the current Elite personal styling experience. We had eight thousand people join in the first 6 months and another ten thousand on the wait list because we couldn’t accept any additional customers! The most difficult was when we grew too fast and had to reduce our budgets until the business grew larger. While painful, the lesson taught me to not grow a business faster than the team and resources are ready to support. To build a quality company, team, and culture takes time. Slow and steady makes it through the journey.
Your advice to an aspiring entrepreneur?
Learn to take measured risk, become comfortable with failure, have passion and intellectual curiosity in the endeavor you want to pursue, and expect it to be the hardest thing you’ve done in your life.
Describe the ideal experience using DailyLook.
You provide some basic personal details about your style and budget preferences to a stylist. Our computer algorithms match you with the perfect stylist suited to your style. Each month, your stylist hand curates a box of 10 items, tastefully selected for you to try on in the comfort of your home. You receive the box in the mail on the day you expect. It’s packed beautifully in the box, your name is on the envelope, and inside is a list of items your stylist sent along with a personal message on why she curated each item for you and how they can be styled together. You grab a nice glass of wine and in your spare time, you try on each of the items along with other items already in your close. You can take as little or as much time as you want, get the opinion of your significant other, and there’s no pressure to buy anything other than what you love. You open the app and let your stylist know which items you decided to keep and return. You drop your stylist a note with any special requests for the following month. Then you put the items you don't want in a pre-packed bag with return shipping label. You either drop off in your mail or have UPS pick it up. You feel special knowing that your personal stylist is always thinking of how to surprise and delight you!
How do you motivate your employees?
We are building a premium lifestyle brand with innovation around personal styling at scale! It’s never been done before and we promote a great open culture of performance, teamwork, and personal growth. For example, we’ve had two employees start out in the receiving department, move laterally, and then get promoted to manager positions. We recognize potential in loyal employees and provide opportunities to learn and grow whenever possible.
One food and drink left on earth, what would you choose?
Korean food and green tea.
What literature is on your bed stand?
Currently, Zero to One, and The Hard Thing about Hard Things, and the Bible.
Role model - business and personal?
Business: Elon Musk
Personal: Jesus Christ
Favorite travel destination?
Any mountain with deep power! I love snowboarding down a steep mountain in deep powder.
What's next for DailyLook?
We’ll continue to focus on building the best experience around personal curation. As simple is this idea sounds, it’s an incredibly difficult business to build at scale where we can serve millions of clients. We won’t be happy until we have millions of loyal and fanatical clients.
Brian Ree decided to combine his passion in consumer e-commerce and online marketing to fill a gap in the fast-moving fashion space. The idea to create a shopping destination stemmed from the desire to shop looks from head-to-toe in an easy and convenient manner. From there, Brian launchedDAILYLOOK in October 2011. Initially, DAILYLOOK featured one look each day that couldbe purchased with just a few clicks. This convenient method to online shopping remains the company’s main approach and continues to attract new customers and followers every day.
Since the launch, DAILYLOOK has evolved to an omni-channel platform powered by innovative technology that allows clients to receive a personalized styling experience. In addition to shopping on the DAILYLOOK site, the woman on the go can now turn to DAILYLOOK ELITE as a resource for the latest on-trend products and full shopable looks. Every customer can experience having their own wardrobe stylist/personal shopper without the hassle of in-store appointments. Each month they are sent a curated box of hand-selected items fit for their body type and style preferences for them to try on at home before purchasing.