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Morning Routine

Brooklyn Decker’s app completely simplified her morning routine

Ladies, you’ve been there. You could have literally gone shopping the day before for an outfit for work and still found yourself having a Shirley Maclaine in Terms of Endearment-type breakdown while looking at your closet with the ending result of you curled up on the floor considering wearing your high school gym uniform. This is the situation so many women face when they try to get dressed for work in the morning. It’s a major problem and can not only ruin your morning but also your entire day (especially if you end up wearing your gym uniform to work.)

Did you know that most women only wear 20% of their wardrobe? Brooklyn Decker, who you probably best know from films including Just Go With It and the Netflix series Grace & Frankie, learned this when she was doing research for the app she co-founded with Whitney Casey. It is called Finery and unlike so many other fashion apps, it is not telling you to run out and buy more clothing but instead is helping make sense of your own closet inventory. It essentially allows you to digitize your closet. Once your wardrobe is uploaded you are able to see what is missing or what you have too much of and then put together an outfit. And now the app actually has a styling component to help provide women with outfit ideas to help get them out the door faster.

On Finery users can create their own “inspo feed” with their favorite brands, designers, style gurus and stores they frequent. And don’t worry, daily weather and seasonal changes are incorporated into the outfit generator algorithm. “Ideally, you’d wake up, open Finery, click on your favorite black blazer, for example, see styled looks, grab those items and head on your way,” Decker said in a recent interview. “We want to save you time and energy! As Finery gets to know your style, it’ll give you personalized recommendations, and it will help prep your looks ahead of time for any weather condition.”

No more wardrobe planning stress

And clearly, women are into it as in January the platform raised $5 million in venture financing with participation from Halogen Ventures, RetailMeNot Founder & CEO Cotter Cunningham and TheSkimm founders, Carly Zakin and Danielle Weisberg. Not to toot her own horn but Decker, a mother of two young children with husband Andy Roddick, says besides Slack Finery is literally her best productivity hack.  At the recent SheKnows Media #BlogHer18 Creators Summit Decker told Ladders, “I used to get really stressed out before I took a trip and I travel so much. It was like, ‘I have an audition or a business meeting. What do I wear?’ Now I have Finery.”

As for what is next for Finery, Decker believes as more and more people shop online a re-commerce function of the site will be built. “The one thing we are missing is what you do when you are done with your clothes,” she said. But in the meantime, we will take the extra help with our morning routine.

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