Trove: Shop Top Bloggers' Latest Outfits From a Single App


Credit: Instagram.com/maryorton

Credit: Instagram.com/maryorton

[By: Kristen Philipkoski] [Forbes] [Read More]

Being a fashion blogger myself, I may be biased. But I can’t think of a better way to get style inspiration than to peruse a blog run by someone whose outfits you admire. Not only will you get ideas, you can also find out exactly where to buy the items to create the look you’re going for.

But this discovery process often happens slowly, and certain top bloggers garner most of the attention. There was no real guidebook to fashion bloggers, where you could quickly browse their most recent outfits, shop their looks and organize everything according to your taste—until now.

Mary Orton, founder of Memorandum, a style blog aimed at professional women, along with her partner (and husband) Rich Scudellari, created Trove, which launched today. It’s one of those apps, like Instagram, that appears to be so simple and intuitive that it’s hard to believe it didn’t already exist.

“There was no real centralized hub where consumers could search for inspiration from multiple sources that are all consistently linked and chronologically relevant,” Orton told me during a phone conversation.

With the search tools that exist today, for example, Google image search or Pinterest, you’ll find images that might be several years old and where they originated is anyone’s guess.

“There’s a great need on the part of the blogger to better disseminate the content and for users to find inspiration from the leading content creators,” Orton said.

When you open Trove on your mobile device, you can browse the “Featured” outfits, then follow the bloggers who interest you. They will then appear in the “My Feed” tab. As you browse you can also add items to your closet, which saves the items along with a direct link to where you can buy them.

The bonus for bloggers is that their affiliate links—customized links that earn them a percentage of sales—remain intact in Trove.

Also great for bloggers is that Trove uploads content automatically.

“Being acutely aware of the 25 platforms for which we have to create content, we built an automatic system,” Orton said. “Bloggers don’t have to lift a finger and we automatically pull in their affiliate links and products.”

With the shift towards mobile, Orton and Scudellari found that many bloggers were racking up Instagram followers but had a tough time transitioning those followers to their websites.

“It was very important to us that we give this content an opportunity to be seen,” Orton said.

The founders say they’re committed to maintaining a high level of quality control, but that doesn’t exclude newer bloggers who may not have racked up the likes or page views just yet.

“It’s not about the number of followers or traffic you have,” Scudellari told me. What defines a driven blogger is high-quality content on a consistent basis.”

They want to work with bloggers who are posting regularly with high-quality images with correct product linking, and a unique authentic voice. Think you fit the bill? You can apply here to be part of Trove.

And what if the app has sucked in your content but you’d rather it didn’t?

“We’ve been so thrilled with the feedback—no one has asked to be removed. Bloggers are really hungry for these kinds of opportunities on mobile to better reach their users,” Orton said. But if you really wanted out, they would certainly oblige.

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