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Launched in 2009 and winner of Best Etail Innovation at the Drapers Etail Awards 2010, Girl Meets Dress brings a new idea to ecommerce - borrowing designer dresses.

The concept of the site is for customers to be able to wear designer dresses in an affordable way by borrowing rather than buying them. For example, a Dina Bar-El gold silk gown retails for about £558, but at Girl Meets Dress customers can borrow it for two nights for £99.

Given that the brands on offer are high-end, these price points allow Girl Meets Dress to sit alongside some of the bridge or premium brands on the high street.

The home page is content-led and there is a number of filter options such as style, size and colour. There is also an ‘Occasions’ section giving advice on what product to wear when, as well as an area showing product worn by celebrities.

The site pages give clear product information but would be improved by a zoom tool. Even if customers are not buying a dress, at the high-end level they would want a detailed view. It could also disappoint larger customers as most dresses are only available in up to a size 12.

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