The Wet Seal Inc. announced on Monday the launch of a new online fashion community that will offer its customers an enhanced shopping experience.

The specialty retailer said the online social networking site allows customers to not only shop, but create original Wet Seal styles. Features include the ability to build, tag, share and purchase outfits through a personalized boutique, build a fashion network by chatting with other stylists in the message center, and rate and purchase other stylists’ outfits in “The Runway,” the company said.

 

“We think this is going to be a great new tool, which could not only increase average visit time on the site, but also could improve online and in-store sales by allowing our girl to choose among thousands of outfits generated and rated by her peers,” said Ed Thomas, chief executive officer.

 

The new community is available through Wet Seal’s Web site at wetseal.com.

 

For full coverage, see Tuesday’s issue of WWD.

 

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