Covet Fashion is gamifying mobile shopping, and Blair Ethington is at the helm. Covet Fashion, which launched in 2013, is the product of game developer Crowdstar, where Ethington started its mobile team. The app now has 2.5 million users, 600,000 of whom use it on a daily basis. Users do everything from competing in virtual fashion challenges to styling celebrity avatars -- like Emma Roberts and Vanessa Hudgens -- to ,of course, making purchases.
Ethington, 34, is the general manager of the app, and she’s managed to get women enthralled with it. Many of the women don’t consider themselves “gamers,” and yet they spend an average of 30 to 60 minutes a day on the app. Retailers are also eager to jump on board: More than 175 have partnered with the app to have their products available.
What about your job most excites you?
Our ability to improve women’s lives. Through Covet Fashion, we have touched over 25 million women and added value to their lives. Covet Fashion users are more confident in their beauty, they have fostered true friendships through our avid community, and they are delighted by the entertaining experience we provide.
How many hours do you sleep?
I try not to count. With a newborn, a toddler and working for a rapidly growing company that I’m really passionate about, it’s not worth spending any time thinking about it.
What do you eat for breakfast?
What’s in the office kitchen? Usually Greek yogurt with honey and some walnuts and fruit.
If you could pitch to one person, who would it be?
Ben Horowitz. His book, “The Hard Thing about Hard Things,” resonated with me in many ways, but especially his mantra on embracing the struggle, staying focused and making the hard decisions.
What’s on your home screen?
No idea. I have so many windows open I rarely see my home screen. But I do have multiple inboxes within my Gmail account: the full inbox, my starred items and my drafts, which keep me organized.
How often do you exercise?
If exercise includes holding my newborn while chasing my toddler around or walking up the steep hills of San Francisco pushing a double stroller, then everyday! But seriously, during the week, I do yoga at work and a Dailey Method class or a run outside. And then on the weekends, we try to do a family run (pushing a jogging stroller) and a hike.
What app can’t you live without?
Impossible to list just one: Amazon Fresh, Kindle, Audible, Uber, Instagram, Dark Sky, Covet Fashion, Pandora, Sonos, Pocket Yoga. Mostly apps that enable me to be more efficient with my time and leverage the mobility of my phone.
What's your favorite city and why?
I plead the 5th. I grew up in New York City and have lived in San Francisco for 10 years, so I just consider myself lucky.
What’s the most important company we’ve never heard of?
Lots of small companies that are driving change in workplace policies and opportunities related to women and parents. PowerToFly is one example.
Are there any social platforms you refuse to participate in?
No, everyone should try everything once. You don’t know until you try it.
What are you reading right now?
The Whole-Brain Child. I have two young sons. But I’ve been amazed how learning how to parent has impacted my philosophies on management. And I don’t mean that in a derogatory way by any means. It has taught me how to be more empathetic, patient and even-tempered, which I believe to be important in all facets of life.
Do you think there’s a tech bubble?
There are definitely some areas that are too hyped up with negative margins, but overall no. There are so many new companies that are just scratching the surface of their full potential.
For example, the bots that Facebook just released. They are the first real step toward making “Her,” the movie, a reality. It’s a new platform that pushes the boundaries of personalization and productivity. It’s a more personal interface that connects humans and technology, other examples would be Amazon Echo, Siri and Ok Google, which are all in their infancy.
Best piece of advice you've been given?
Be passionate about what you are doing. Work with people you respect and who will challenge you. You spend more time at work and with colleagues than you do at home or with friends and family, so make it worth your while.
What keeps you up at night?
Other than my newborn, not too much. I love sleep. I’m neurotic about always having zero unread messages every night before I go to bed. I want to go to bed with a clear head, fresh and ready for the next day. Each morning on my drive to work, I’m reviewing my goals and questioning how we can be doing a better job. What are we trying to achieve? How can we do better? Who do I need to loop in so we can achieve that?
If you could tell your 18-year-old self one thing, what would it be?
Keep your options open and never burn any bridges. You never know where life will take you and who will be there with you. Each person in your life is important, so treat everyone with respect. Open up -- I was a very closed and private person in my early career.
