Women tech entrepreneurs in the retail and lifestyle space are increasingly gaining customers and attracting venture capital interest. Companies like Birchbox, Gilt, Rent the Runway and Foodspotting -- as well as the women starting them – are establishing a foothold in an ever-growing and crowded sector. Why does it seem like so many women are concentrating their business development efforts on retail and lifestyle companies? Interests, experience and education all have something to do with it. Elena Silenok, founder and CEO of the fashion site Clothia, believes people create companies that tap into their interest. “When people start companies, it’s because they’re interested in that field,” she says. “Eighty percent of retail spending is done by women, whether it’s shopping for themselves, a partner or the family.” But more importantly, she observes, simply more women have succeeded in the fashion and retail space historically. So, when innovation is applied there, it’s inevitable that women might consider a tech idea linked to it. “Combine interest with knowledge and it contributes to women creating retail startups,” she says. In her case, Silenok saw a growing need for better connections between customers and brands. Her online destination and iPad app use augmented reality to let users try on clothes virtually and keep an online closet. Silenok earned a master’s degree in computer science from the University of California, San Diego, and worked as a lead developer at Bessemer Venture Partners. Speaking about the creation of Clothia, she says, “There was a lot of cash being left on the table, and the consumer wasn’t getting as good an experience as they should. There was simply an opportunity there.” (Clothia is currently in private beta.)
