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“如果在三四年前，我们不会选择做垂衣，但现在我们想试一试。” 垂衣CEO陈曦告诉猎云网。陈曦，曾担任美国Parhelion全球套利亚洲区主管，具有5年资产管理经验，不久前毅然辞去了在美国纽约的工作，来到杭州开启了他的创业未知之旅。
陪着陈曦“冒险”的还有三位联合创始人，梁格非，罗德公关5年奢侈品公关经验，东风日产1年品牌管理经验，目前负责垂衣的品牌运营；韦国宇，垂衣的“大内管家”，曼彻斯特大学数学硕士，3年公共管理与人力资源经验；联合创始人 Ben，美籍华人，纽约大学计算机硕士，具有12年IT领域经验，负责技术创新与IT。
因为价值观、理念的相同，4位创始人聚到一起，便有了垂衣。垂衣是以一个为男士购买服装提供个性化服务的网站。用户登录垂衣，完成几道简单的图片选择题，然后垂衣会为用户配备一名专属理型师，理型师将主动与用户取得联系，获取更多的用户信息，如喜好、品味等，理型师就会根据这些信息判断用户可能喜欢或适合的服装，然后交由时尚买手购买，确保服装的质量，最后这些衣服都会装到垂衣特有的盒子里寄给用户，用户试穿那一盒子衣服，留下自己喜欢的，不要的衣服垂衣免费收回，即用户只需要为自己留下服装付费。
垂衣将目标人群定位于处于事业上升期的中高端男性消费群体，他们在衣着形象方面有需求但又不喜欢挑选的过程，或者因为事业繁忙没有时间逛街购物。 “不同于女性享受购物的过程，男性没有足够的耐心花太多的和时间在逛街上，因此，我们给出的是一道判断题而非选择题”，陈曦告诉猎云网，“在垂衣，用户没有‘逛’这一行为，只需要决定盒子里的衣服要或是不要。”垂衣将购买过程精简为“判断——买”，大大减少了用户的选择成本，提高了购买效率。
在强调效率的同时，垂衣也十分注重用户体验。陈曦表示，“我们希望在满足用户购物需求的同时，也满足他们沟通、社交的需求，在理型师和用户之间形成一种有温度的互动。”因此，垂衣在挑选理型师方面标准极高，首先要有专业性，用户喜欢的不一定是适合的，所以理型师还必须有自己的坚持，垂衣盒子就是理型师基于用户风格的分析和用户自己偏好的集合。此外，还要求理型师必须具有亲和力，在和用户沟通的过程中给用户良好的体验，以增强用户的黏度。“理型师是挖掘显性需求，我们也会通过计算机算法挖掘用户的隐形需求，在每一次互动中不断加深对用户的理解，从而为每一名用户建立起自己的资料库。”陈曦告诉猎云网，“这是一个需要耐心和等待的项目，因为我们在做的事情太慢了，不管是用户还是团队，这种模式需要时间来慢慢成长。”实际上垂衣是把简单的东西给用户，复杂的东西留给了自己。用户只要简单的收货判断，而垂衣要让用户得到满意的搭配，为每个用户建立资料库，背后要花费多少时间和精力可想而知，但这种模式培养起来的用户必然是高黏度的。
谈到竞争对手，陈曦表示目前最大的竞争对手还是国外的Trunkclub，垂衣的模式基本和Trunkclub相同。不一样的是，垂衣以用户为本位。Trunkclub是以批发形式购买服装再以零售形式卖给消费者，垂衣则基于某一位用户的风格购买服装，用户退回的则转化为库存，这样保证的是垂衣在为用户挑选搭配时保持中立的立场。“Trunkclub的本质更接近于垂直电商，而我们倾向于做服务商。”同时，陈曦也指出模式中存在的问题，比如用户是试穿后再付款，就存在一个信用风险的问题，还有出货速度缓慢也是垂衣面临的一个问题。
产品目前还在内测中，短期内不会开放。陈曦告诉猎云网，未来融资希望是千万规模，主要用于扩展团队、市场推广以及体验店的建设。不管结果如何，只管做好当下，勇士敢于挑战未知，谁又能说他们不会成为杭城下一只独角兽呢？
文/王晓平
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