Photos: Fashionology(TM) Launches Innovative Interactive Site, Fashionology.com, Where Tweens Can Design, Make and Share Their Own Clothing

Fashionology.com Extends Beverly Hills Fashion Experience to Tweens Worldwide

BEVERLY HILLS, Calif., Feb. 18 /PRNewswire/ — Fashionology(TM), a new retail experience where tween girls can design and make their own clothes and accessories, today announced the launch of its groundbreaking online destination, Fashionology.com. The site enables girls around the world to partake in Fashionology’s one-of-a-kind interactive design experience.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/fashionology/37034/

Building on the success of its recently opened retail store located in Beverly Hills, the new site offers an immersive, dream world experience empowering tweens to express themselves through creativity and design. Fashionology.com features the same unique design process that tween girls flock to at the Beverly Hills store, but in vibrant, new dreamscape settings.

“We have had such a tremendous response since we opened the Beverly Hills location that we had to find a way to bring this immersive experience to girls everywhere and what better way to do it than through an online experience,” said Elizabeth Wiatt, managing partner of Fashionology.

Through a robust and dynamic interactive offering, girls can design, personalize and customize a wide variety of garments and accessories using graphic designs and embellishments including rhinestones, pins, charms and necklaces. Fashionology’s young clientele can design their own garments or seek inspiration from garments created by the store’s A-list celebrity clientele.

The site concept was produced by the head of digital at Fashionology, SVP Monica Nordhaus, who added “Fashionology is unique in that it was co-created and tested by tweens all along the way. They influenced and shaped the brand at launch and will now continue to do so through the social interactivity of the site.”

The site includes engaging animations and varying mood landscapes to bring the store experience to life in an innovative and magical way. Highlights include:

• Design it! – Customers design and play with varying concepts and fashion themes such as Juku, Pop, Rock, Malibu and Peace and can purchase designs immediately or save in their own personal, fully customizable “My Designs” room, which tracks all activities

• Share it! – Designers can view and share each others’ designs, co-collaborate in a fluid, design process and post final designs to the “Inspiration Gallery”, which also includes inspirations and videos from Fashionology, photos of the in-store experience, events and celebrity picks

• Gift it! – Gift packages are available for customers who are interested in purchasing pre-designed kits for themselves or to give to others which could include a variety of garments and accessories. Designers can send “Wish Lists” to loved ones for gift ideas

Fashionology is the brainchild of Elizabeth Wiatt and Jamie Tisch, two Hollywood moms of tween girls who wanted to cultivate girls’ creativity and keep fashion fun for girls.

Garment prices start at $15.50 and accessories and embellishments are priced separately, starting at $1.50.

ABOUT FASHIONOLOGY

Fashionology(TM) is a new, interactive retail experience where tween girls can design and make their own clothes and accessories. Through Fashionology’s one-of-a-kind design experience, girls can create, personalize and customize a wide variety of garments using graphic designs and embellishments including rhinestones, pins, charms and necklaces. Fashionology empowers tweens to express themselves through creativity and self-expression. Customers can design their own garments or seek inspiration from designs created by Fashionology’s A-list celebrity clientele. Located in the heart of Beverly Hills and online at www.fashionology.com, Fashionology capitalizes on the burgeoning demand for “experienced-based shopping” in an increasingly growing market. For more information, visit www.fashionology.com.

SOURCE Fashionology(TM)