This content was originally published by Total Retail, sister brand of Women in Retail Leadership Circle, on Sept. 30. 

Retail organizations are becoming more and more technology driven, with some industry startups identifying themselves as technology companies rather than retailers. During last week’s Total Retail Tech event, leaders from some of the most disruptive companies in the retail industry told their brands’ stories in a session titled, Tech-Driven Startups Disrupting the Retail Industry. The panel featured executives Ashley Lewis, vice president of product management, Dollar Shave Club; Brian Ree, CEO, DAILYLOOK; Eve Ackerley, co-founder and COO, Jenzy; and Katrina Taylor, head of user experience and product design, Armoire. The session was moderated by Total Retail’s Editor-in-Chief Melissa Campanelli.

In this video, hear from Katrina Taylor of Armoire, a subscription-based, high-end clothing rental company, as she details how the brand uses technology and data to enable automated personal styling; the white space in the market that led to Armoire’s founding; and how Armoire acquires and retains its customers.