March 20, 2006, 12:00 AM

AOL launches online prom fashions site to connect teens with retailers

America Online Inc., in a move to build connections with teen shoppers, has launched an online “Prom ‘06” fashion show with links to online retailers at Red-Prom.com.

Paul Demery

Managing Editor, B2B E-commerce

 

America Online Inc.’s AOL RED unit, in a move to build connections with teen shoppers, has launched an online “Prom ‘06” fashion show with links to online retailers at Red-Prom.com.

Red-Prom.com lets visitors click on one of three pop-up videos, each with its own style of prom fashions worn by actors-one teenage girl and one teenage boy-in a short skit. While viewing each video, visitors can mouse over images of the same products worn by the actors, then click a “where to buy” link to get a list of retailers offering the featured products.

The products are from designers including Jessica McClintock, Alex & Ani, Guess, Chinese Laundry, Seamtress for the Band, and H&M;, some of which also provide links to their own web sites. Additional online retailers include Aldo Shoes, Double Happiness and Marciano.

"The Prom `06 fashion show gives teens an alternative way to shop for prom fashions based on their own individual sense of style," said Miles Siggins, celebrity dresser and RED fashion show stylist. "I am confident that teens will love this RED virtual fashion show and will be inspired to find the ultimate outfit. The best part about this online show is that no matter where the teen lives, they have access to these looks."

 

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