Time Wasters. More Fashion Social Networking Sites Launch in Effort to Waste Your Time


I don’t know about you, but it seems I am asked to join a ‘new’ fashion social networking site every day! It’s becoming laughable and my reaction is to do none (except of course, Facebook, Twitter and Glam). According to WWD, two more have just joined the overcrowded field. Who has the time?

Closet Couture
launched last week, with a twist: it lets women share virtual closets with each other (hasn’t this been done to death? MyStyleDiary right?), with experienced editorial stylists available for hire and with cutting-edge online retailers such as Presse and Kirna Zabête. Chictopia opened in April and matches style seekers with trendsetters based on their profiles and outfit ratings. It has advertising from American Apparel and James Perse, among others.

The first social networking site devoted to fashion was launched three years ago. Now the original MyStyleDiary has been joined by sites such as StyleMob, Iqons, ShareYourLook, ModePass, Osoyou, Polyvore, Glam, Sugar and MySpace’s fashion community. Like general social networking sites, these sites devoted to style allow users to create a profile and link to friends. In addition, many let members upload, vote and comment on photos of outfits as well as blog and converse on any topic.


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Meanwhile, retailers and brands have recently jumped into the social networking space, as well. Wet Seal and Juicy Couture have created their own social networks, and St. John plans to unveil one early next year.

Advertisers are finding niche sites like these to deliver a highly targeted, fashion-obsessed audience, although — at least, so far — their traffic is smaller than on the more general social networks.

Read "Social Sites Tap Retailers" here

Source & Photo: WWD

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