Street struck: Referring fashion snaps

UK – Online referral commerce is opening up a new way of web shopping. Like other street fashion websites such as the Sartorialist, Stitsh features photographs of interestingly dressed individuals out and about in public. But unlike other sites, Stitsh has added an element of referral, allowing users to buy a similar outfit to the one being worn by the person featured. Interested consumers simply click on a piece of clothing in the photograph and are redirected to an external brand website where they may purchase a similar item – stockings from the Urban Outfitters online store, for example, or a dress from the Miss Selfridge site.

The site minimises the time between being inspired by an image and being able to purchase related items. ‘I used to go on nightclub and street photography sites for style inspiration,’ says Dominic Fendius, who founded the website. ‘I would go into town having seen some outfits that I liked, and would invariably not find everything I wanted as, without the computer in front of you, you couldn’t remember exactly how the clothes were worn or what they were worn with.’ Thanks to Stitsh, consumers are now connected directly with street trends.