Jennifer Schaefer and Dr. Laura Karim

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Jennifer Schaefer and Dr. Laura Karim
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Hi Jennifer,

1. Where are you from? Where are you currently living?
My co founder Laura and me are both from a town close to Cologne (Monheim). But we are both living in Hamburg since several years now.

2. What is your professional background?
Marketing, Communication, PR & Advertising, Consulting

3. What are you most passionate about and why?
I am a curious person and can get enthusiastic and passionate about new stuff easily. One of the most important things to me right now is DailyDress, the start-up I founded together with two friends.

4. Do you have any projects/company/startup that you want to share with us?
DailyDress: (German) / (English)

5. Why did you decide to start Daily Dress?
My friend Laura studied Psychology and has done her Phd in Neuro Sciences. She came up with the idea to build an app that helps in the daily decision making process what to wear. She told me about it and I was fascinated about the opportunities a service like this could would bring to retailers and marketers. I brought in the business and marketing perspective and we wrote the concept together. I was working with Marius in an agency at this time together, he is the best screendesigner I've ever met so I wanted him to join the team. Fortunately, he was convinced straight from the beginning and is our third co founder today.

6. Great! Tell us more about your project.
DailyDress presents individualized outfit suggestions what to wear based on the own wardrobe, the weather and the occasion. Users do not need to take pictures of their existing clothes but can simply tag items within the app as "owned". We target fashion interested and mobile affine women. Our partners are Zalando, About You, OTTO amongst others. We launched our start-up in June 2016, got a public scholarship to develop the app and are in our beta-testing phase right now. We will launch DailyDress for iOS and Android for free in the beginning of 2017. Our business model is Affiliate Marketing: the more we know what users already own, the better we can present relevant purchase recommendations that fulfill the wardrobe and can be efficiently combined to create a lot of new outfits. Our aim is to place only relevant products and increase both the satisfaction on the user's side and the conversion rate for online retailers.

7. What was the most difficult or challenging thing to start with?
To quit the save job and leave the comfort zone to engage in a risky yet fascinating project.

8. Where do you currently need support in the project?
We are young founders and need support with networks and mentors. On top of that, of course, we need women who want to test DailyDress and tell us what we could do better to improve the product.

9. Do you have an advice for other women?
Not only for women but for everybody: Stop saying I wish, start saying I will.

10. What would you tell your younger self?
Everything's going to be fine! Oh, and learn how to code.

How to get in contact:
Jennifer Schäfer | Co-founder DailyDress
E-Mail: jennifer(at)
Website: (German) /

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