DKNY, Sephora And Stardoll Roll Out Virtualwear and Beauty Products

The history of Stardoll says that Stardolls started from the passion for fashion, of a retired factory worker, and the dream to become a famous designer. Stardoll have monthly 6 milions visits from teen girls.

Stardoll Press Release:

Stardoll, the world's largest online entertainment destination devoted to girlsinterested in fame, fashion and friends, today announced that two of theworld's leading fashion and beauty retailers -- DKNY and Sephora -- will bethe first internationally recognized brands to set up a virtual shop inStardoll's virtual galleria -- the "starplaza." With a one-year lease onvirtual retail space in the starplaza, DKNY today began to introducevirtual versions of their real world fashions to Stardoll's community ofmore than ten million teen and tween members. Sephora will launch itsvirtual storefront in the coming weeks.

Stardoll members are now able to browse through a diverse andinspirational line of virtual designs based on dozens of stylish essentialsembodying the eclectic and fun spirit of DKNY. Initial garments includebelts, berets, blouses, dresses, jackets, skirts and sweaters. In addition,members who visit the virtual Sephora Beauty Shop after its launch will beable to choose from a wide selection of lip, eye and face makeup in avariety of colors for different complexions. Each season, DKNY, Sephora andthe Stardoll illustration team will unveil several new collections offashion designs and beauty products, which will be promoted on the Stardollhomepage and sold for "Stardollars" -- the site's virtual currency based onreal money.

Similar to a real life shopping experience, each shop will have aunique look and feel that is consistent with each brand. The tables,shelves and wallpaper in the DKNY shop, for example, are inspired by photostaken directly from stores. In addition to multilevel storefronts for DKNYand Sephora, the starplaza features nine dynamic shops for each ofStardoll's own virtual brands with garments merchandised on shelves,virtual mannequins, tables and hangers.

"Stardoll is very excited to begin offering virtual products frominternationally recognized brands and we're pleased to welcome DKNY andSephora as our partners," said Stardoll CEO Mattias Miksche. "The millionsof aspiring fashionistas that have joined Stardoll know style, know fashionand know that these trendsetting brands will enhance the way that theyenjoy the community. We look forward to building out starplaza with morebrands and additional features in the months to come."

"We are delighted to work with Stardoll, a leader in the fast-growingworld of virtual environments and one of the most important virtualdestinations for teen and tween girls on a global basis," said AntonioBelloni, Group Managing Director of LVMH, the parent of Sephora and DonnaKaran. "The millions of members of the Stardoll community are a group ofgreat relevance to the future of our brands and it is exciting to be ableto interact with them in their space. In bringing the exceptional style andofferings of DKNY and Sephora to Stardoll, we hope to further enhance theexperience for their members and to gain valuable insight into the virtualworld that will benefit our brands and our current and future customers."

Stardoll receives more than 6 million unique visitors every month fromacross the globe -- 94% of whom are teen and tween girls. One of the fewplaces on the Internet designed specifically with girls' interests in mind,Stardoll began as the hobby of Scandinavian-born Liisa, a retired factoryworker in her late 50s with a lifelong aspiration to become a famousfashion designer. She taught herself basic design programs on her computerand shared her fashion creations with a few friends. With the help of herson, she then posted those fashions on the Internet for others to see, andsoon Stardoll grew into a passionate online community of millions from morethan 200 countries worldwide.

The Stardoll community express themselves in a number of unique ways:
-- They create their own "MeDolls," which they design in their own likenesses by choosing from a variety of virtual facial shapes, eyes brows, skin tones, hair styles, lips, faces, eye colors and chins;
-- They dress those MeDolls in an array of Stardoll brands all available in the glittering starplaza -- a new complex of stores. Styles range from the couture feel of Voile and Fallen Angel's goth textures to the 80s Nostalgia of Pretty in Pink and urban edge of Fudge;
-- They furnish their own virtual suites with pets, furniture and posters by shopping with Stardollars;
-- They interact in unique "clubs" that users can build and join. Stardoll clubs are a great way for members with similar interests to make friends, swap style tips, share decorating ideas and play games;
-- They craft well thought out promotional campaigns to become the next Stardoll Magazine cover girl by broadcasting messages to the entire site and petitioning the community for their vote. Generally, when the cover girl is announced the next time she visits her virtual suite she'll have dozens of virtual gifts from members across the world congratulating her. (Interestingly, one of the most popular gifts is a virtual Dutch porcelain pig.)

Source: Stardoll