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By combining shopping with social networking, new UK site osoyou.com is looking to capitalise on growth in the online clothing market and deliver predominantly female shoppers to retailers and advertisers.
A number of retailers have made their clothes available for sale on the site, including Oasis, Dorothy Perkins, Marks & Spencer, Figleaves and Warehouse.
Its users can sign in and create a profile page, join groups on the site, exchange messages with friends and create wishlists of desirable fashion items.
The site also has a virtual shopping mall, featuring offers from a range of retailers, and users can drag and drop items into their profile pages to create outfits. Other users can comment and rate these items.
Users can choose to buy any item from their wishlist, and will be directed to the retailer's website to complete the purchase.
The company received £1m in funding earlier this year from Brightstation Ventures. The site was launched in beta in September, but officially became live yesterday.
E-consultancy / Bazaarvoice Social Commerce Report 2007