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Elena Nikolova

In today’s world it is becoming harder and harder to come up with innovative ideas and to make a lot of money. It seems that everything exists and there is no place for a young businessman on the market. It is hard, true but not impossible. Right between the “hard but not impossible” comes the answer – e-shopping. A business, which has been bringing a lot of money in countries like the US, Canada and Great Britain, is finally starting to take over countries like Bulgaria and Greece. In other words if you want to make money, come and sell at the .gr and .bg domains.

In the e-shopping train of thought I would like to point your attention to Fashionair. A website created by two gurus - Simon Fuller and Sojin Lee. Simon Fuller you might recognize from American Idol, the man who made the Spice Girls and who is responsible for fulfilling the dreams of Kelly Clarkson, Ruben Studdard and many others. Unless you are a fashion freak you probably do not know Sojin Lee. And the reason for this is because not too long ago she used to be a simple girl helping her grandmother carry home-produced clothing to the market in Seoul, a student in Sherman Oaks and a cashier in LA. Later on this simple girl showed what she was really made of by becoming the head of retail and buying in Net-a-porter. Now Sojin lives in London and is modestly called the e-Queen.

So what is Fashionair after all? A simple answer will be “A fashion e-TV”. But what exactly does this mean? Well, you need a bag but you don’t have time to run around in stores and look for one? Then visit Fashionair, because there you can get news on the latest fashion trends, the latest products and the best advice! There are many websites, which offer the latest bags, clothes and accessories but what makes Fashionair different is the TV aspect of it. How often did you want to buy something you just saw on the Fashion Channel but had to look for it in stores for days or even weeks? Well, in Fashionair you can find it! “Our bandwidth is huge! We’re really structured like a television-production house,” says Lee for Vogue.

How does Fashionair work? The answer to this question is simple – it has done the hardest job so you don’t have to! Like I said the website offers the best selection of clothes, bags, shoes and accessories and when you like something and want to buy it, Fashionair transfers you to the original website of the product. You finally have your personal fashion expert online! So here you go a great innovative idea presented to you by Simon Fuller and fashion e-Queen Sojin Lee.

Yes, it is an innovative and great idea but don’t think that it will help all your fashion “problems” disappear. Quoting Socrates Lee says “’Envy is the ulcer of the soul.’ I’m very anti-envy. I’m a person who has been in fashion for a very, very long time and yet I still wake up in the morning and say ‘What the hell do I wear today?’.”