Styling app Drest appoints COO as it targets luxury expansion

By

Barbara Santamaria

Published
Feb 10, 2020

Drest, the fashion gaming app looking to revolutionise luxury shopping, has promoted Lisa Bridgett to chief operating officer.

She first joined the start-up in April 2019 as chief marketing and commercial officer, drawing from her experience as a high-level executive at various global brands including Ralph Lauren and EMI Music & Virgin Records.

Most recently, Bridgett served as chief operating officer at The Modist, the luxury e-commerce business dedicated to modest clothing.

Prior to that, she was global director of sales and marketing at Net-A-Porter, where she instrumental in driving growth of over 25% before the brand merged with Yoox.

Lucy Yeomans, founder and co-CEO of Drest, said: “I am delighted to announce Lisa’s promotion - her experience and deep expertise lies in managing the complexities of luxury retail, digital consumer and technology businesses and growing them to scale - perfect for embracing the market opportunity open to Drest at this juncture.”

Available for download on the App Store and Google Play, the app blends gamification with high fashion to provide new ways for brands to interact with consumers. Players adopt the role of a fashion stylist, and face daily styling challenges featuring the latest products from over 160 luxury brands such as Gucci, Bottega Veneta, Prada, Off-White, Loewe, Chloé and Burberry.

The digital assortment is provided by both Farfetch and the brands themselves, and users can shop the content in a seamless way.

This year, the start-up is gearing up to improve engagement by introducing a number of the world’s top supermodels, talent and influencers as avatars.

Online fashion games are starting to gain traction in the luxury segment as companies look for new ways to inspire and delight their fans. Earlier this year, Burberry launched its second online game, called Ratberry, as part of its 2020 Chinese New Year campaign.

The British luxury brand said there is a growing appetite for gaming among young consumers, especially in Asia.