Fashion angels to the rescue

Shopping phobic men now have a way out of high street hell, writes Jayne Atherton.

FLEDGLING ENTREPRENEUR Liam Houlahan has built his new business by recognising that not every young man has an in-built fashion sense.

After suffering a crushing lack of shopping confidence and fashion crises of his own, the 24-year-old set up his ‘‘Wear It Her Way’’ website which aims to sort out hapless guys with fashion savvy women prepared to take on a sartorial challenge.

Men who want to buy items of clothing can sign up and post their requests online.

Meanwhile, women with an hour to spare and an interest in fashion, go shopping online for suitable solutions to their problem.

Liam, a former Manukau Institute of Technology student, hit on the idea last year after feeling envious about those housemates who had girlfriends to help out with their clothing choices.

He teamed up with his business partner, Amaka Geffler, to launch the enterprise, as she had helped him shop in the past.

‘‘I just observed that the guys who had girlfriends to help out made better choices. I know it’s not a universal female skill, but it’s my impression that women are more passionate about fashion and take a lot more interest in keeping ahead of the trends,’’ said Houlahan, who is originally from Wellington but has moved to Auckland to develop his enterprise.

‘‘A lot of men are not really that interested in fashion, but they do really care about what they wear and want to look good and fashionable.

‘‘The website is really all about building confidence for guys who struggle with the shopping experience, or who don’t have anyone to help them. It is aimed at younger men aged between 20 and 25-years-old, as we reckon that is the age group which is under the most pressure and has the most trouble. It acts as a personal shopper for them.’’

Since the website launched in September last year, around 1200 users have signed up to the service. The women who volunteer their fashion sense can also benefit, if their suggestions are taken up by men who then go on to buy the items.

A little of the money they spend is passed on to them, so they can save up for fashion treats of their own.

Houlahan added: ‘‘We believe it is an efficient way to shop. Women don’t just suggest purchases, but also write reviews as to why their choices would be the good ones to follow up.’’

One user, Sean Preston, 21, of Wellington, recently used the site to buy a pair of shorts and jeans.

He said: ‘‘I heard about it through friends, and decided to give it a try as I really don’t like shopping. It took me around ten minutes to create a profile with my picture and body type, and then I posted my request.

‘‘I wanted some shorts which were smart enough to wear to coffee shops in the city. I logged the colour schemes I liked and then waited for someone to take on the job.

‘‘Within a couple of days I had four or five options. The reviews were really helpful, and I managed to get what I liked without having to step inside a shop.

‘‘And of course it helps that it has all been made possible thanks to a pretty girl!’’

The wearitherway.com service is currently only available on a website, but Houlahan has hopes it can be developed for mobile soon.

‘‘It would be good if people can use it on a smartphone, when they are actually out and about,’’ he said.

I just observed that the guys who had girlfriends to help out made better choices.