When Alex Koblenz attended a Jay Z concert four years ago, he wanted to know what the successful rapper was wearing.
While visual discovery platforms such as Pinterest have dominated the online window shopping space in recent years, Koblenz saw a new, on-demand way for people to discover and purchase fashion.
launched in 2010, allowing users to browse and buy products they see on their favorite TV shows and explore clothing items trending around the world.
For example, if you’re watching Scandal and find yourself eyeing one of Olivia Pope’s signature wrap sweaters, Pradux’s technology will help you seamlessly search for and purchase the item. Users can follow their favorite TV shows, character or brand in order to stay updated on the latest trends from their fashion icons.
As a fashion blogger or influencer, you can also make money using the site. The platform lets you easily upload photos of your outfits and sync them with brands, through which shoppers can then peruse and purchase items. For this type of transaction, the user who posted the photo will earn a 10 percent commission.
“Pradux is unique in that we’re combining entertainment and social components and then layering that with the ability for people to monetize their content,” Koblenz said.
Essentially, Pradux’s technology is aiming to help any content creator make their website shoppable, and is partnering with other major tech companies to make this a possibility. Tumblr recently whitelisted Pradux as the first shoppable imagery in their site's feed and Shazam has incorporated Pradux into its app so TV watchers can bookmark the clothes they’re interested in on the silver screen.
To date, the company has raised a $1 million round from angel investors and plans on expanding to offer health and beauty items in the future.
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