October 5, 2009, 12:00 AM

The Wet Seal makes a splash in mobile commerce

The young women’s apparel and accessories retailer’s mobile app for the iPhone and iPod Touch enables users to view, purchase and share tens of thousands of outfits created by Wet Seal customers and housed on its social networking platform.

The Wet Seal Inc. has launched iRunway, a mobile app for the iPhone and iPod Touch available for free at Apple Inc.’s App Store. The iRunway app enables users to view, purchase and share tens of thousands of outfits created by Wet Seal customers. These outfits are created and housed on The Runway, Wet Seal’s social networking platform.

The young women’s apparel and accessories retailer’s mobile app focuses on completing outfits, such as through the Input Style feature, designed, the company explains, to operate as a virtual stylist while customers are in stores. Customers type in the style number from an item’s price tag and the software presents thousands of outfit choices using that item. Customers can not only see the various ways to wear an item but can also find coordinating pieces.

Additional outfitting options include the Tag/Trend, Shop by Occasion and Runway features. The Tag/Trend section offers an extensive list of fashion themes, such as Backstage Pass, Gwen Stefani and Romantic Frills, which are created by online users. The Shop by Occasion feature focuses on four key fashion themes: work, hanging out, school and going out. And the Runway feature highlights the most popular outfits as rated by participants in the retailer’s Runway social network.

Each outfit page allows users to e-mail or purchase the entire look. A store locator feature is also included in the application, displaying a map and contact details.

“We have been pleased with the amount of user-generated content available to customers. We feel iRunway is a natural next step to enhance our customer’s shopping experience,” says Ed Thomas, CEO. “We will continue to think creatively about what our customers want, how they shop, and where we can be leaders within retail and technology.”

The Wet Seal is No. 334 in the Internet Retailer Top 500 Guide.

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