Former head of Marks & Spencer Sir Stuart Rose is joining start up recommendation service Dressipi as chairman.
Rose, who was also the chairman of the BFC before Harold Tillman, is joining the online business in a part-time advisory role.
He will work with co-founders Sarah McVittie and Donna Kelly to have the service adopted by “major” high street and online retailers.
Dressipi offers women suggested outfits based on their size, body shape and personal taste, and boasts a team of in house specialists including former Daily Mail fashion editor Natalie Theo, fashion stylists Tara Kavanagh-Dowsett and Nicki Black and journalist Gemma Soames.
Dressipi has already signed up Boden, and its service has just gone live on the online shopping site BrandAlley, with more high street names set to sign up in the first three months of next year.
Rose said: “Retailers have been crying out for years for a solution that can help them merchandise and sell clothes more effectively online.
“Getting a woman to buy an outfit on the internet is about much more than showing them it’s available in their size. Before they click ‘buy’ they want to feel confident it will suit them and complement garments they already own.
“Giving online shoppers the confidence to make a purchase is the problem I think Dressipi have nailed with their recommendation service. I’m very much looking forward to working with Donna, Sarah and the rest of the team to help them bring the benefits of Dressipi to more retailers in 2013.”