Weekly Reading 7/20: Would you watch a video from a catalog? Twice seen as third major player in the new wave of online resale. Fashion finally gets down to business. ‘Who wore it best’ comes to streetstyle.

July 20, 2012 by Adelle

I recently met someone who works for a company that “makes viral videos”. How do the guarantee a video goes viral, I wondered. Apparently it’s a combination of 3 things: SEO, PR, and just making a damn good video. I don’t think that’s what Ikea is aiming for – yet – but they’re officially in the V-game. Around here we’ve talked a lot about Poshmark, a mobile app that enables peer-to-peer secondhand commerce, and we’ve mentioned Threadflip too – which essentially does the same thing, but on the web. Another player is on the scene with a similar function, but one detail that sets them very much apart. The fashion industry has been notoriously slow on widespread adoption/use of the web, but you know they’re finally getting good because startups are suppling enterprise websites for the fashion set. I’m not one for extreme competition, and I’m certainly not about to fight someone over clothes, but Swaag.it hopes to inspire friendly fashion feuds. I’m not convinced, but at least you can also just check out what people are wearing. So, is Swaag.It the new Pose?