GAME ON: Nina Dobrev is heading to Covet Fashion.
The mobile styling game, which encourages its millions of users to virtually shop or style with 170 brands, will bring “The Vampire Diaries” star on as its third celebrity host, following Emma Roberts and Gabrielle Union.
“This is a way for a woman to experience, engage and try fashion anywhere and anytime — and in a way that is not scary for you,” said Jeff Tseng, chief executive officer of Covet Fashion. “It teaches you a lot about fashion and how to shop within the context of what you have in your closet, wear the latest trends.”
According to Tseng, the app has three million monthly active users and 600,000 daily active users who spend over 30 to 60 minutes per day on the platform.
Each user has a virtual closet and virtual money that they can use towards playing daily challenges, with the option to pay $1 for additional virtual dollars. These challenges range from the trend driven to the brand centric, such as a “Denim Commandments” challenge with Michael Kors that is currently live on the app. Last year, Covet teamed up with Yigal Azrouël to preview the designer’s spring collection.
As for Dobrev’s role on Covet, a new “Nina Style Challenge” will launch every three days, covering scenarios such as “RomCom Movie Night,” “Beach Vacation,” “Movie Premiere,” “Nature Yoga,” “Bachelorette Party,” “Hangover Brunch,” “Dinner Party” and “Talk Show Appearance.”
“The core goal is to provide an engaging experience for our audience and value for our brands [and] that’s worked out so far,” Tseng said. “With the events that have a celebrity component, Covet gets around double the entry rate [of non-celebrity events].”
Covet Fashion, owned by CrowdStar, was founded in the fall of 2013 and has raised over $40 million to date. Tseng maintains the company is profitable and saw 80 percent growth, on average, in both 2014 and 2015.