Fashioholic raises $1M to turn app gaming into a new marketing vertical for fashion brands
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Israeli startup company Fashioholic, the game app which incorporates fashion and social networking raised a seed financing round of $1M led by a number of private investors. New niche in startups Israeli Fashioholic is a self branded maker of what it refers to as‘serious’ games. That is, games designed to provide added value to users […]

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Israeli startup company Fashioholic, the game app which incorporates fashion and social networking raised a seed financing round of $1M led by a number of private investors.

New niche in startups

Israeli Fashioholic is a self branded maker of what it refers to as‘serious’ games. That is, games designed to provide added value to users above and beyond the fin and entertainment. Alongside their funding announcement, the company is launching their newest game, Fashion Eye, inviting users to test their knowledge in the field of fashion.

When playing the game, users choose a preferred style and are then quizzed on their knowledge of that style. For example, the application will show the player two pairs of shoes and ask them to choose the more expensive pair, or alternatively ask them to guess the price range of each.

With respect to the actual fashion articles used in the application, all are based on existing models of clothing and accessories with well-known brand name representation. The application sports a sleek yet intuitive interface as befits a fashion based app. Users register using their email or Facebook account.

Players are invited to compete against friends to see who the real Fashionista is, all while receiving hot tips pertaining to the selected style and earning special offers and discounts at a variety of stores. Players can save fashion items that appear in the game onto a personal wish list and can later purchase those items directly from the store.

It’s also about business

Fashioholic was founded in 2010 by Ohad Greenshpan and Amit Manna. They have offices in both Yokneam, Israel and New York city. The company’s main goal is to give designers a different kind of approach with which to reach customers through Mobile other than the ads and banners that are their main source of mobile marketing available to them today. Using the app, brands can gather information about the fashion preferences of their market and thus more effectively connect with their tastes and purchasing habits.

Eventually, the company hopes that their app will become a primary marketing channel for brands offering them a high level engagement tool with a subtle and fun purchasing vehicle built in. Alongside the Fashion Eye app, Fashioholic is now working on producing games and apps for specific brands.

Download the app for AndroidDownload iOS app .

Photo Credit: Shutterstock

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Henn Idan

About Henn Idan


Lover of gadgets, apps and technology in general. Somehow among her many activities, which include, destroying cellular devices for the sake of science and an obsessive preoccupation with social networking, Idann finds time to write an article or two for Geektime on new applications, promising startups and product reviews for pretty much every new gadget that has ever hit the market – ever.

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