Three years ago, Maria Jose Gonzalez (A Coruña, 1979) decided to make a drastic change in his professional career and start a business hand in hand with his passion for trends and the ecosystem, seeking to change the rules of the sector from technology and the collaborative economy. That’s where the idea of renting came from.
On this road he met his partner, Sheila Moya (Igualada, 1983), with whom he shared the same concerns, and thus decided to make his dream come true, where creativity and innovation would be highly relevant. Now, both are the visible face of pislowwhich has been supported by the startup accelerator of Charles White.
To learn a little more about Pislow, we have spoken with both.
Interview with María José González and Sheila Moya, Pislow
Let’s start at the beginning: how did the idea of creating Pislow come about?
María José: Pislow is the product of two passionate about fashion and technology willing to break with established fashion models. Seeking to offer added value to the sector, without losing the advantages of fast fashion and change as demanded by the current consumer. We want to create a new alternative to buyingpromoting a new, more innovative way, reducing waste, reusing resources, more circular and more sustainable.
In short, that it improves the current purchase and that it offers more options to the lifestyle of our user, within a framework where ethics and fashion go hand in hand.
Pislow brings together a proven business model such as subscription boxes and a much less common one, online fashion rental. How is it working?
Sheila: Although at the beginning it gave us a little respect, surprisingly, the user has reacted very well to the model, since it comes with the background of rental businesses as The cutest, Rental mode, or second-hand clothing buying and selling platforms such as or Wallapop. We arrive at a time when the barriers to entry in our sector have decreased and in which our users feel more comfortable with subscription models thanks to companies like Birchbox, or Netflix.
Thanks to the trend among the new generations, we increasingly reduce the use of a garment before it is discarded or forgotten in the back of the closet, that is, we shorten its useful life, when that garment can be practically new. If we consider that (at most), we can understand the reason for the rent increase. It is estimated that doubling the number of times a garment is worn reduces its environmental footprint by 44%.
The user is increasingly aware of their involvement in this process of environmental change, so all this makes it easier for companies with new models and more circular and collaborative strategies like us, to have more and more room in a sector such as Retail. .
What do you think are its main advantages for your customers?
Maria Jose: For a monthly fee, Pislow offers a service of Fashion Renting of garments, bags and accessories through its monthly fashion box. Month after month, the user receives a personalized box with their style and preferences, which allows them to access a wardrobe without limits. come the end of the month, the user decides if he wants to continue with those same products for another month, change them for others or buy the ones he loves (always discounted). On the other hand, we also offer the option of a specific Box, for all those who have a special occasion during the year, or who on the other hand want to treat themselves at a certain time.
You revolutionize your wardrobe, renew and renew your clothes, save space, money, time and all of this by lending a hand to the environment. A less polluting, more circular and more ethical model, in short, more sustainable. A fundamental recipe to alleviate climate change.
What types of plans/prices do you have in Pislow?
María José: We have three types of plans:
- Standard Box for €39: includes 2 products and 1 Standard accessory.
- Premium Box for €69: includes 2 products and 1 Premium accessory.
- Luxury Box for €149: includes 2 products and 1 Luxury accessory.
Obviously, achieving customer loyalty will be key to your success. Do you think that companies value the importance of loyalty as they should?
Sheila: Humbly, we believe that there is still a lot of ignorance, especially in companies that are not very involved in digitization. It is customary to confuse recruitment with loyalty. They are losing the campaigns where you really trust, in which there is a manifesto, with which you create a link, a feeling of community, and end up tying the customer well, through quick conversion actions, which in the end come through offers or discounts. And just as they arrive they leave, a seen and not seen. Zero loyalty.
In our case, we do not think at any time of losing a user, we know that it can happen and that it is very possible that it will happen, especially in the beginning that the product and the service are put to the test. And here is the issue, ask yourself how you build loyalty and why this is not happening.
Let’s talk about your startup experience: what role has Connector played in your development?
María José: There is no color, our startup is different and so are we. Being in a program with other startups offers the possibility of interact and create synergies with other highly talented colleagues. On the other hand, being able to count on the experience and mentoring of Connector has made us evolve our business and learn more about our strengths and weaknesses.
An acceleration or an incubation is a personal as well as a professional process, where you must come face to face with your worst nightmares. So it is a very enriching path. The link with Connector is complete. And thanks to all this, today we have a great team with profiles like Rose Tous (Corporate Vice President of Tous), Marc Ross (CEO Aftershare), Charles White (Co-founder of ), David Thomas (Cyberclick CEO), Ester Palomar (Manager International Division at Caixabank) or Aniol Brosa (CEO of U!Studio). A full-fledged Dream Team.
What has been the most difficult so far? Has there been a moment when you thought that Pislow was not going to be able to continue?
Sheila: The most difficult thing has been to adapt to what has finally been our potential client, since initially the truth is that he looked totally different. See that we did not attract the desired user it was partly frustrating and exasperating, but it was a lesson: the user always commands.
It has never crossed our minds to abandon the project, and we have had very hard times, but we have always sought our lives to move forward. When we see that something is not working or that we have made mistakes, we do not take more than 48 hours to implement changes, here is the question. Adaptation.
What would be your main advice for an entrepreneur who is thinking of creating their startup?
- The first and most important: without a good team there is no worthwhile project.
- study the market wellbe constant and persistent, nobody gives you anything for free, so you have to try to have everything well tied up.
- Have a self-critical view about our project and thus expand the vision of your business model in a more objective way to reach new horizons in this way.
Imagine that you could travel back in time: what advice would you give to the Sheila/María José of 2008?
Sheila: I’m going for two: Without fear but with a head, always. And without forgetting the classic “No balls, no glory”.
Maria José: Test, test and test.
Let’s do a bit of futurology: what headline would you like to read in Marketing4eCommerce in a year?
Fashion Renting is the New Black.
And a little more difficult: imagine that we jump forward in time: how do you imagine the world of fashion in 2023?
A sector driven by a subscription model and of course, sustainable.
quick quiz
- What is the first social network you open in the day?
- Sheila: During the week Twitter and weekend Instagram.
- Maria Jose: Facebook
- iOS or Android?
- Sheila: iOS
- Maria Jose: iOs
- App or website?
- Sheila: It depends on the device.
- Maria Jose: App.
- In which eCommerce and how long ago did you make your last online purchase?
- Sheila: Amazon, 3 days ago.
- María José: Amazon, yesterday.
- And it was?
- Sheila: A gift, jewelry.
- María José: Cat food.
- Last book read?
- Recommend us a fiction series
- Sheila: Many, but I prefer GOT and Thirteen Reasons Why.
- Maria Jose: Dark.
- What website have you come across lately that has surprised you for the better?
- What is your favorite thing to do that has nothing to do with digital?
- Sheila: A lot of music, my Barça, a good glass of wine and a few laughs are a must.
- María José: Listen and go to indie music concerts.
- Let’s spin a magic chain: Which acquaintance of yours (from another company) do you think we should interview? Why?
- Sheila: Montse Ferrer from Enblanco&CO. She is magic.
- María José: Rocío Holzer from Franciscana Studio. Because she is excellent, both professionally and personally.
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