MediaPost: A marketing campaign kicks off today aimed at spreading the word to tweens about an interactive fashion design experience aimed at girls ages 7-14 who want to design their own clothes. Fashionology is the brainchild of cofounders Jamie Tisch, and Elizabeth Wiatt, a former literary agent and magazine editor. Last week's launch of the Web site extends the retail store's brand, which opened in Beverly Hills, Calif. in mid-2008.
Fashionology offers five fashion "moods," such as pop, rock, Malibu, juku and peace, from which to choose. Girls pick themes and bling to decorate shorts, t-shirts or hoodies. At home, the computer becomes the design tool, but in the store, girls get creative through a computer kiosk with 42-inch touchscreen. They create the design and print the pattern, use heat presses to add graphics, and add embellishments at the "Make It!" table. For those who want to show off their designs, a photo kiosk takes a picture and beams it to mom in an email.
