This London-based online fashion startup abandoned a $25 million business  --  and became huge anyway

Lyst’s app and website let people browse major brands — Michael Kors, Tory Burch, Oscar de la Renta and Stella McCartney, to name a few — on one site.

“Fashion is tough,” Morton agreed. “It works in very strange ways. It’s not very rational, and is governed largely by emotional decisions. People, especially at the luxury end, tend to have a strong affiliation towards brands, and it’s the brands that enables the company to charge a very high margin.
--
“That is the opposite of what Amazon does, Morton says. “It’s very good at super-rational commodity commerce. Fashion is the other end of the spectrum. Fashion is emotional commerce, and if you appreciate that as a customer you can also appreciate fashion as an industry.”
--
Around 25 million shoppers use Lyst’s site annually. But the next challenge, Morton says, is making Lyst’s own brand a household name.
http://www.businessinsider.com.au/lyst-interview-chris-morton-2015-9