In its second-largest acquisition, Amazon buys the company for $970 million.
The new Top Stylist app lets a shopper play stylist to the stars.
While a football fanatic might love to play Madden on his Microsoft Xbox, a fashion lover requires a different type of game to capture her attention. A new app called Top Stylist aims to fill the bill.
The free app, created by social game technology company CrowdStar for Apple Inc. iPhones and phones using Google Inc.’s Android operating system, has users take on the role of elite stylists for prestigious clients and celebrities.
Game players can earn currency by playing a mini-game and then use that currency to go shopping. With the items they purchase, players style outfits to satisfy their famous clients. As more clients are satisfied, stylists’ reputations rise, and in return, the stylists gain access to more exclusive brands.
Currently, gamers cannot buy real clothes from the game, a CrowdStar spokesman says. However, CrowdStar is planning on partnering with real brands to be featured in the game soon. For now, CrowdStar relies on in-app purchases to generate revenue from the game. For example a game player can purchase additional features within the game, such as virtual apparel and accessories from more exclusive brands.
“Top Stylist is an entertainment platform with innovative game play on which the players can interact with sophisticated brands in a fashion setting,” says CrowdStar CEO Jeffrey Tseng. “We are in active conversations with various industry players to bring real fashion brands to our Top Stylist players, right in the game.”
CrowdStar has created several social and mobile games including It Girl, a virtual reality game that players access via Facebook. That game, similar to Top Stylist, is geared to teenage girls and young adult women. Players operating avatars pretend they are living inside a big city, where they meet other avatars and shop for clothes inside digital representations of stores, such as Old Navy. Players also strive to show off their virtual fashion hotness.
More companies are using combinations of fashion, gaming and mobile apps to appeal to young females. This summer Teen Vogue launched a digital app that offers discounts on merchandise and helps users find stores nearby that carry items featured in the app and magazine. Once downloaded, teens can use the app to scan both editorial and advertising pages in the magazine to unlock bonus content, access shopping guides, deals and content within the app, and share trends and features with friends on social networks. App users can sync with Facebook to broadcast app activity, Like favorite brands and share content. The more teens interact with the app, the more they're rewarded with the chance to win prizes from Teen Vogue, the publisher says. Retailers and other advertisers can participate in the Teen Vogue app’s specials and prizes by purchasing a print or web advertisement or by paying a fee, which Teen Vogue describes as nominal.