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Richard Angel

Founder of digital marketing consultancy Wemeandigital

US teen brand Wet Seal has embraced social media to engage with its female target audience.

Its home page is clean but lacks interactivity. However, the navigation is simply laid out with a number of options to help a user find what they’re looking for.

The trend-shopping pages work as a shoppable lookbook. This could benefit from having more trends but the site encourages users to create their own look -almost 27,000 have done so. These - and other examples of enhanced functionality - are also accessible via an iPhone app.

As well as a very active presence on Facebook and YouTube, there are a number of social features on the site itself, including the ability to “shop with friends” by inviting a friend via Facebook, Bebo, AIM or ICQ to offer their opinion in real-time via an integrated chat function. Surprisingly, one of the few things missing is the ability to share products via social networks.

The Hotspot, an area that is difficult to find on the site, contains brand content such as press cuttings, details of events and competitions that it would be good to see more of.

There are also a few technical problems as the site occasionally switches between currencies on the pricing.

But overall, it feels like Wet Seal has really understood its target audience and, as a result, has got the site right.

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