Covet Fashion allows users to dress up virtual avatars in current-season clothing and accessories from real-life brands. Players can enter styling contests with their avatars, winning online currency and actual prizes.
“You can learn about fashion, interact with fashion and use it as a stepping stone to purchase fashion,” said Jeffrey Tseng, CEO of Crowdstar. “We’re bridging different worlds here. You’re styling, you’re sharing and you’re shopping.”
For participating companies such as Rebecca Minkoff, Mara Hoffman, and Cynthia Rowley, the real reward is that every fashion item on the app links back to the brand’s e-commerce site — so when a player likes a virtual look, she can buy it in real life.
The app is centered on daily styling events, or challenges, which are based on different themes, such as Hamptons white party, or beach side stroll. Winners are chosen via peer voting in most challenges, while others will be judged by experts, such as Zoe herself.
“One of the things that impressed me was the aesthetic of the game and how real the products look. It’s a very intelligent game — it doesn’t dumb down fashion,” explained Zoe, who is also marketing her own Rachel Zoe Collection label on the app.