Every once in a while a fashion concept comes along that changes the landscape of fashion retail as we know it. Fashionology is just that. The brainchild of Jamie Tisch and Elizabeth Wiatt, 'Fashionology is a unique retail experience created for today's innovative tween market' that is sure to give this demo exactly what they want.

The concept came about when the partners and their daughters sought creative activities that they could do together. The store, which opened mid June in Beverly Hills, delivers a creative buzz from the front door. Guests simply walk up to the interactive screen and select a silhouette to 'design' on. They can then Bling it, Pin it, Charm it or Clip it...Fashionology script for...add on tchotchkes, charms, pins, heat seal art and so on. The screen shows the garment in an almost life size drawing and kids can endlessly change what they are designing. Finally, when they are ready to check out, the price and final garment are displayed and kids move to the counter to actually make their designs. Fashionologists are on hand to help with heat press art and to help girls achieve their creative vision. Once their designs are complete, the girls get to model their designs for the camera and can share the image with their friends.

The team plans to expand the concept to a near global level by 2012 and from what we see here, that is not a pipe dream. This concept is everything we have been talking about from experiential retail to DIY. Furthermore, it is interactive, personal, creative and gives girls a sense of accomplishment at the end of the day. It is like Build A Bear with edge! On a smaller scale, several of the concepts within the big picture are worth talking about too. The large touch screen, heat press screen art and simple customization ideas such as charms and necklaces just beg to be adapted to mainstream retail to give the mass market (and even boys) a taste of this dynamic retail experience.

When in town, head to 338 North Canon Drive to experience Fashionology and their wonderful team of Fashionologists for yourself!