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Name: The Cools
Quick Pitch: Users can personalize their product feed by following different boutiques, designers and style mavens.
Genius Idea: The ability to purchase items directly on the social interface distinguishes it from other online retailers.
Using The Cools for the first time is a lot like peeking into the closet of your favorite fashion icon. You'll want one of everything.
The Cools is an online shop for design-conscious consumers. Signing onto the platform takes a few steps since it's a tailored experience. A series of quick multiple choice questions decides who you'll be initially following.
Your personal feed will fill up with Fashion, Design and Arts items being sold by boutiques, stylists and individuals you're following. Product recommendations will also show up in the main feed.
The Cools launched on June 27 and was dreamed up by French entrepreneur Olivier van Themsche.
Traditional ecommerce sites were not built for the discovery and purchase of clothing and lifestyle products, van Themsche says. Shops like eBay and Amazon lack curation, design and the social element.
"Mixing products, people and content, The Cools is a one-stop destination for style," van Themsche tells Mashable. "The platform combines discovery and expression with the instant gratification of being able to shop without leaving the site."
"It's been described as Etsy meets Tumblr," he adds.
We think that's a spot-on description. Scrolling through the never-ending feed is addicting. Here, users can find vintage (working) Polaroid cameras, first-generation iPads and futuristic watches — in addition to shirts, bottoms and shoes.
"By following other members, users create a customized feed of products and content," he says. "Browsing members' profiles helps you discover more about the person you're buying from, while enjoying their inspirations. Users curate their own shop and buy from real people they can trust."
Hover over any item on the interface and a "Cool" and "Buy" button will appear. The platform's "Cool" is like clicking on the Facebook "Like" button. The "Buy" button will lead to you a window where items can be purchased directly on the site. This is what separates The Cools from other online retailers or curation sites like Pinterest. The Cools business model is based on commission per transaction. There is absolutely no listings fee.
Sellers and buyers can have extensive profile pages, making it easy to connect. Many boutiques and stores list several contacts including email, mobile number and social media accounts, which adds to the personal social experience. Anyone with access to PayPal can sell or buy on The Cools' global platform.
"We are providing the tools, so that people can create stylish online boutiques to sell their stuff," van Themsche says. "On top of that, users and sellers can post through profile pictures, videos and links of what they think is cool."
The platform targets social media-savvy consumers who are connected and "style adventurous." Their audience likes online discovery and look out for new products regularly.
"I want The Cools to be a really international platform for all designers, stores and all sort of creative talents," van Themsche says. "I want it to be a great tool for people to sell products, express values and brands. My dream is to create a platform where people can stand up and express what they think is cool."
Will you use The Cools? Tell us what aspects you look for in an ecommerce site.
Series presented by Microsoft BizSpark
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