the Insiders

Archives

April 6, 2011 12:01 AM

Fashion, Media

Fashism Allows Teens to 'Claim' Their Prom Dress

Teens waiting until the last minute to make their prom-night purchases better hit the racks soon, or their dream dress may already be spoken for....

Teens waiting until the last minute to make their prom-night purchases better hit the racks soon, or their dream dress may already be spoken for. Courtesy of a new program by fashion-advice site Fashism, in partnership with Lord & Taylor, high schoolers are now able to upload images of their prom-dress contenders, receive public feedback straight to the dressing room, and most importantly, call "dibs" on their purchases -- slimming down the chances of a duplicate dress nightmare. Fashism Blog Image.jpg

"[The collaboration] gets us into the mix where these girls live: online and mobile," Amy Avitabile, senior vice president of marketing for Lord & Taylor, told WWD. "Who wants to show up to prom and see another girl in the same dress?"

In the event that your best friend has already snagged your dream dress (the horror!), the program, found at http://fashism.com/gotdibs, also provides customers with recommendations from L&T based on their ideal style, length and fabric.

It can also search the store's inventory for dresses that have yet to be claimed by someone from the user's school. Since launching in March, about 200 girls have posted dresses to the site, according to a spokesperson for Fashism.

Stores such as Cache have long kept lists of which dresses have been purchased by shoppers from certain schools, but the advent of social media has made the process nearly foolproof. Fashism's program, for instance, allows users to log in through Facebook, giving them instant, easy access to information from their classmates.  

"It's a modern approach to a changing market place," Avitabile said.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false