Startup Bymov goals of a used Tiktok

The Bymov app allows users to sell clothes and accessories directly. Tricolor startup uses the main codes of social networks to become “THE” used fashion social network.

Cheerful music, a few moves and you. These three should be enough to sell a T-shirt or dress that you are tired of. Anyway, this is Bymov’s promise.

Created in 2019, this French start-up has developed a video application for the sale of used clothes and accessories, intended for individuals. Or when TikTok and real Instagram meet an environmentally responsible fashion trend. For the founder and CEO of the app, Farid Sayad, the goal is to “surf on these two growing trends”.

Bym interface, used video application
Bymov interface, used video application © Farid Sayad, CEO of Bymov

Video format “entered the sea”

In order to “surf” after the explosion of video format on social networks, Bymov intends to develop its new version by downloading the same functionalities as TikTok, such as the ability to adjust the countdown, music accompaniment or news. But unlike TikTok or Instagram, all the videos here are for sale.

“The new version will be a kind of second-hand social network. The goal will primarily be to sell his clothes and encourage customers to stand out with their items, a bit like a kind of ‘pitch’, ”says Farid Sayad.

Bym’s video DNA is part of the daily use of Generation YZ since the Covid-19 pandemic. For Adrien Dufrene, Retail Director at Netino by Webhelp, An agency specializing in user experience, “small video recording has become deeply rooted in the customs of these generations, especially with Snapchat, TikTok and Instagram.”

However, these generations, equipped with an excellent digital culture, will quickly enter the labor market and thus gain in purchasing power. According to a study by the consulting firm Accenture, 62% of global spending on social media is expected to be achieved by millennials and Generation Z by 2025.

Bymov is also flirting with the growing success of eco-responsible fashion among young people. According to a survey conducted by the social application Yubo, 42% of Zra’s generation said they buy durable or used clothes, and 44% said they regularly buy second-hand goods in stores.

“We are in a consumption model that is completely changing, it is not anecdotal, we are really in what will happen. Bymov is monitoring the market, comments Adrien Dufrene. Then the challenge for this start-up will be to become a leader in this field. “

“Vinted, Vestiaire Collective cannot be positioned on video”

A leader who might eventually be interested in GAFA? Bymov benefits from ecosystems developed by the giants of Apple or Google, with the existence of the Apple Store, the Google Store, or even the sale of smartphones necessary to use applications. The latter might be tempted to invest in a tool that is lacking in their offer.

“If it succeeds, it’s quite possible that there will be a takeover bid, in general, when they see that the subject has mastered the technology better than them, that’s what happens,” says Adrien Dufrene. For Farid Sayad, it is difficult for digital giants and second-hand sales leaders to adopt the video format directly and only. There would be a “behavior barrier” that would make it difficult to adopt another format in existing markets and applications.

“Vinted, Vestiaire Collective, etc. mogu I can’t position myself on video, we realized that certain markets tried to integrate video, but no user could ever really post. If you want to upload a video, you absolutely have to remove the image, ”he says.

Behavioral barriers would also be technical. “The larger the technical structure of the application, the harder it becomes to integrate new formats,” Adrien Dufrene continues. Consumers generally trust the expert more for things like this. From the moment it works orally, the consumer will not go to other applications. “

The shopping options present on Instagram and TikTok remain primarily “separate” functions and are often dedicated to professionals, such as TikTok Shopping. Bymov wants to be much more universal, available to all sellers who are happy to get rid of the treasures of their lockers.

Two fundraising campaigns this year
With 45,000 users, the young French filming passed in April since raising € 420,000 from Perpetua Investment Group for its next phase of development. If successful with the next version of the application in July 2022, Bymov will receive a second fundraiser from the same investor, this time for 4.6 million euros. The goals set by the startup are high: the founder hopes to reach 200,000 users in one year to reach about 2 million users in 2024.

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