New dimensions in e-tail

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With plenty of fashion retailers competing for the same online buyers, e-businesses keep coming up with new and interesting ways to stand out in the virtual crowd. takes a brave step forward by offering three-dimensional, moving images of models wearing the fashions for sale on the site. The figures turn 360 degrees for a full view of clothing items.

From a pull-down menu next to each turning model, shoppers can choose sizes, colors and add their selections to a shopping cart with as much confidence as possible. The site also offers a close-up swatch of fabric patterns, size charts and fully detailed descriptions. This personal, online fashion show brings shoes, accessories and outfits together for a complete look, instead of leaving shoppers clicking back and forth for matching pieces.

The "Friends" designer line for teens is especially well-represented here with the most sought-after stuff, including apron skirts, karma bracelets, bell bottoms, tanks, sandals, ethnic prints and more. The tank top shown sells for $16 and the floral tie-skirt is $38. The site also offers three-dimensional views of swimwear, lingerie, men's clothing, flowers, gifts, antiques, women's clothing and leather goods. Norene Cashen pays attention here every other week. E-mail [email protected]

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