App keeps consumers in the know

Best foot forward

Heart and sole of fashion

"There hasn't been a platform before that gave Chinese users a way to explore global fashion trends shared specifically by Chinese fashionistas around the world," Sun says. "What makes Bomoda unique is that it's fashion-focused and image-friendly, giving users a way to collect and explore knowledge and a global sensibility."

Bomoda, which is headquartered in New York City and has offices in Shanghai and Beijing, received $2.2 million in investment from backers, including former Yahoo CEO Terry Semel and MediaMath CEO Joe Zawadzki.

Among the companies with which Bomoda partners are W Magazine, which does not currently have a Chinese edition, and Bloomingdale's. W Magazine provides editorial content for both Bomoda's newsletter and the app, giving the company access to high-quality fashion photography and journalism.

Bloomingdale's is in the process of a rolling out a Chinese-focused microsite, Buchwald says.

"Western retailers, such as Bloomingdale's, have noticed a surge in Chinese retail tourism in the past few years that is substantially bolstering their top line in primary American and European markets," Buchwald says. "For the first time, Bomoda offers retailers the opportunity to reach the leading global travelers and luxury spenders in a digital and trackable way while they are in planning mode."

Ultimately, the company's aim to educate Chinese consumers is in line with a changing sensibility among young affluent consumers, Buchwald says.

"We want to help Chinese shoppers explore products and cultivate tastes, because there's a growing realization that fashion is a lot more than just a sign of how much money you have," he says.