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Worth Collection Introduces App With 24/7 Access to Stylists, New Looks

Worth Collection Ltd. is adding a high-tech element to its high-touch business model. The direct-to-consumer fashion company is built around stylists who meet with clients at their homes or the national showroom, an approach that leverages one-on-one relationships — some nurtured over more than two decades. While Worth remains committed to its stylists, the Internet age of rapidly evolving technology, demands another way of connecting with customers, so it’s launching an app. (And possibly a subscription box.) “Our customers can get fresh looks instantly, 24/7, hand-picked by their stylists on their mobile devices,” said Kelly Collins, president of Worth, adding that stylists are embracing the technology. “It’s another avenue for them to continue to build and strengthen their relationships. “The app is huge,” Collins said, noting that during the app’s beta-test run over the past three months, Worth stylists created 34,000-plus looks for their clients and sent more than 72,000 personalized style recommendations, which helped generate a 34 percent increase in average order value. Collins also revealed that Worth may be entering the subscription box game. Leveraging personal client information collected by stylists could improve Worth’s odds of sending products that are well-received. “The next direction we’re going in is curating looks and saying,

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