About Hertaste
What is Hertaste?
What do men do here?
What does it cost?
Why should I trust these women? How do I know these aren't just stock photos or fake profiles?
Why are most of the clothes from designer labels?
Will this work?
Why do you only suggest buying exactly what is rated on the site?
What's in it for the women?
What's in it for Hertaste?
How do I communicate with the panel?
Why can't I see more than 10 women at a time?
Why does a lot of the stuff look so Euro?
Do I have to spend a lot to look really good in the eyes of women?
Aren't women who care about this stuff the superficial ones I want to avoid?
I have a well defined sense of style. If a woman doesn't appreciate it, why would I want to waste my time meeting her?
Who is behind Hertaste?
What is Hertaste?
Hertaste clues guys into the styles and fashions their specific 'type' of woman likes best. Unless a guy checks out a book written by a master pickup artist, he might not know that women actually position themselves at social gatherings to be more approachable to men they want to meet and less available to unappealing prospects. An attractive woman doesn't have time to get to know every guy in the room, so she needs ways to narrow down the selection from a distance, clothes are one of the few indicators she has. Guys often go home frustrated because they saw no good opportunities to strike up a conversation with a woman without ever realizing that the door was deliberately closed. Hertaste gives guys the keys to keeping these doors open.
What do men do here?
Click on the women, products, and questions which catch your interest. Add the women you find most helpful to your panel. Your sense of style is your own, but use the panel and the information on this site to find the items that appeal not only to you but also women who you would like to attract. We've lowered the downside to looking good in the eyes of the women you most want to meet. Now it's up to you to get off the sidelines and start meeting them.
What does it cost?
When we offer personalized advice from the panel, men referred by a panelist will not be charged for the advice. Men who were not referred will be charged a fee. Product suggestions and answers to questions we post to the panel however will always be available at no cost. While not obligatory, we encourage all men whether referred or not referred to donate to the charities supported by the women you find most helpful. Our primary mission is to help guys, but if we can also save the world or cure something... why not.
Why should I trust these women? How do I know these aren't just stock photos or fake profiles?
The women on our panel are all invited by us and are screened to make sure they aren't marketers or biased. If you were invited here, you might know a few of them which should help build some trust with women you don't know. We do not disclose our recruiting methods, but feel free to seek out friends who know panelists personally and they will attest to the fact that the panel consists of real women who are here to help men and have nothing to gain by being dishonest.
Why are most of the clothes from designer labels?
It's really the best way to ensure that the product will actually look good on you. Designers use more expensive materials that take the appropriate shape. If you're going to invest the effort to get a panel of women together to help guys, the last thing you want is to recommend products that will wear out quickly or that don't look well made. Any company can take a good photo, but six months later the designer labels tend to actually look on the person the way they did in the photo.
Will this work?
Yes, our system is a tested system used by millions of married guys around the world for thousands of years. Ask any married guy if he wished he had this when he was single and see what he tells you. And how much you spend has nothing to do with how much she'll like it. But you have to buy exactly what she suggests and find out from the woman who referred you if you can pull it off. Not everything will look good on you in your eyes, but you'll do way better choosing among suggestions from your panel than you will on your own.
Why do you only suggest buying exactly what is rated on the site?
We've gone through thousands of products with women and only a small fraction of the time does something rate a 5 (really good impression) in more than one color. Switching colors or choosing something that looks similar to a guy almost always drops him back down to 4 (good impression) or often 3 (neutral). Since most guys are already wearing a lot of 3s, switching away from exactly what your panel suggests won't do you very much good. The one guy who did notice the details the women were picking up on was a fashion designer whose collection was recently featured in Vogue. If your work hasn't been featured in Vogue, the difference between something looking 'just OK' and looking 'really good' to a woman might not be that apparent to you.
What's in it for the women?
1) Feeling good: Men are so clueless about fashion that they consider it a public service to help you. You'd be amazed how nice women can be when they don't think a guy is hitting on them. This isn't a dating service. You can't meet the panel or ask to meet them. You are getting their help to meet women 'like' them and that's very flattering.
2) Raising money for charity: Women also choose a charity to support when they sign up, but that has nothing to do with why they are invited. Having the women support charities keeps marketers off the site and makes the world a better place. You have to be a pretty big jerk to take money from non profits to benefit personally. The panel isn't paid.
3) Events: We invite the women to events at clubs or wherever else they might want to go to thank them for helping you. You are not informed about or welcome to attend since that would make the women feel like they are being stalked. Please be kind and don't stalk the panel.
What's in it for Hertaste?
1) Raising money for charity: Hertaste raises money for charity and women choose a cause to support. We hope that you will appreciate the information and contribute to some good causes, but that's entirely up to you.
2) Advertising revenue: We keep any advertising revenue from the website and make a small commission if you buy something that links from the site. We receive about the same commission regardless of what you buy, so we have no vested interest in suggesting one product over another. To select the sites from where we pull products, we conducted a survey with women to identify the collections they like best for men. Our selections come from sites with the best inventory of these designers. Women don't receive any commission however to keep them from suggesting something that they don't like.
3) Private and corporate memberships: We may introduce private and corporate memberships for anyone seeking the panel's advice who hasn't been referred. We donate to the women's charities if they help someone outside of the referral network.
How do I communicate with the panel?
All communication between users currently takes place over email with whoever referred you to this site. We don't give out emails of the panel. Once guys tell us what information is most helpful and what is working for them, we'll build a communication portal to get this information to you as efficiently as possible. Email is a lot more valuable if you're in the store and need to pull up suggestions on your phone, or if you're really brave, willing to take some photos outside the dressing room while you're trying on outfits.
Why can't I see more than 10 women at a time?
We believe that communicating with a few women you trust is worth more than a few hundred women where there is a doubt. As marketers get better and better at faking profiles, it becomes more difficult to keep them out. Our business model is not dependent on how many people refer one another. We are not dependent on diluting the quality of our panel to drive traffic to our site.
Why does a lot of the stuff look so Euro?
European guys dress better than American guys for the most part. The idea is to find items that your panel likes that you feel like you could pull off, but might be a bit more stylish than some guys are used to. We know this stuff is a bit foreign to a lot of guys. That's why we engineered a system to make it as low risk a transition as possible. What most guys consider 'safe bets' are actually considered really boring by women. It's a fine line. If you wear something a bit trendy and women don't like it, you look like you're trying and failing. If you buy what your panel tells you to buy you'll be trying and succeeding. GQ and the magazines give great ideas, but they really focus on setting trends and a lot of what they advise is hard for most guys to pull off. Our safe bets are usually easy to pull off and tailored to the taste of the women you most want to meet.
Do I have to spend a lot to look really good in the eyes of women?
We found that it is about how much you spend, but you don't have to spend nearly as much as you think to give a stylish impression. She doesn't want to see you dressed head to toe in designer clothes. One quality designer piece combined with things she doesn't "hate" makes a more favorable impression. This means perhaps spending more than you normally do, but not nearly as much as you would think.
Aren't women who care about this stuff the superficial ones I want to avoid?
Perhaps, but this assumes a woman who cares about designer clothing on a guy must be superficial. You might not think you care about clothes, but you do care about presentation and you draw quick conclusions when you're preparing to invest your time and energy in something new. Take a job interview for example. Before the interview, you look for things that visually define the workspace. You want what you see to make sense. Anything old, stained, or worn out will definitely make a negative impression. Properly maintained equipment and clean, bright surroundings give a positive one. It's not about how much money you'll be making when you see these things. You're looking to see if this is good fit for you. Your clothes offer the same information about you. They don't define who you are, but they are the first impression you make.
I have a well defined sense of style. If a woman doesn't appreciate it, why would I want to waste my time meeting her?
If she doesn't appreciate the way you dress, it might not be because that she's superficial or that she won't appreciate you; she just might have misread the look you were going for. Guys will often find something that they think is cool, but that women think it's ugly or weird. Age difference can be a factor. Your retro lava lamp might be funny to a woman in her 30s but completely bizarre to a woman in her early 20s. Hertaste helps you communicate who you are with fashion and style in a way that will be understood.
Who is behind Hertaste?
Rob Kassner
Founder, Rob Kassner spent three years as a product director and brand manager for Johnson & Johnson and four years as a market research consultant for Fortune 500 companies. Prior to joining J&J, he co-founded Trialogic, a data collection software company based in Austin, Texas. Rob holds a BA in Biology from the University of California at Santa Cruz and an MBA from the University of Texas at Austin.
Read an interview with Rob
Tim Panagopoulos
Tim Panagopoulos makes things happen. The Boston-based entrepreneur is a jet-setting urban hipster and socialite extraordinaire whose connections span the country - and the globe. If there were a Ph.D. for VIP, this man-about-every-scene would be Dr. Tim. Tim co-owns OSUSHI, the stunning Japanese restaurant in downtown Boston, so he knows his Sake - and how to attract a crowd. He also owns Top Shelf Liquor in Beacon Hill. Thanks to Tim, panelists have just as much fun offline getting dressed up and going to Hertaste-sponsored events as they do online helping guys.
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