3 Questions for Kimora Lee Simmons

Kimora Lee Simmons is ready to take JustFab.com to the next level.

After being named president and creative director of the membership-based e-commerce site, the model, fashion mogul and TV personality told Footwear News there is big potential for the business. “[JustFab has] done a great job building a fashion lifestyle brand, but we have so many different categories that we can still hit,” Simmons said. “Shoes will always be a huge part of [the business], but we have just scratched the surface of what JustFab will be.”

The company, launched in 2010, allows customers to purchase products from its in-house labels for $40 a piece. And the site is poised for growth, recently garnering $33 million in venture capital.

JustFab’s offering includes shoes and handbags, and Simmons said her first major contribution — jewelry — would become part of the mix on Oct. 1. “I know our members will love it because that was one of the first complete collections I worked on with JustFab,” she added. “It’s going to be hot.”

Here, Simmons talks about stepping into her new role and the merits of personalized e-commerce.

1. Why did you decide to join the JustFab team?
KS: I was drawn to the opportunity to be part of revolutionizing the way women are shopping online. I really believe this is the future of fashion. [What] drew me to this brand [was] giving women amazing, great quality fashion at an affordable price. Being the manufacturer and the e-tailer, [the company has] cut out the middleman and given members products that are of the same quality as shoes that would sell for $80 to $120, but for $39.95. Having the great quality is what sets us apart.

2. Companies like ShoeDazzle also have a similar business model. What makes your website different?
KS: On top of the amazing fashion, JustFab is educating women about style. Members get a great peep-toe pump, but now [thanks to our style experts] they know how to wear that shoe, what to pair it with, and where to buy an outfit that will give them a complete look. Not to mention the fashion advice is coming from some of the best stylists in the business!
3. Why are e-commerce fashion sites doing so well at the moment?
KS: We know women like shopping with their friends because it’s fun, and we know women love great style advice. Until now, women couldn’t get an engaging and personal shopping experience online. And unlike traditional e-commerce sites, JustFab gives women a complete shopping experience. It’s not about searching 500 pages for a black pump. Now you have someone on the other end helping you find your perfect fashion match.

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