Back in June 2009 the founder of Trunk Club, Joanna Van Vleck, decided to take a male aversion and attempt to turn it into a successful business model. Stereotypically clothes shopping has long been recognized as a hobby for females and a chore for males, and Trunk Club’s premise was simple – take one male who dislikes or is too busy to shop, pair them up with a stylist and, through Skype chats, develop a personalized wardrobe for that customer. Any items that were unwanted or ill-fitting could be sent back to Trunk Club free of charge.
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