Storecasting: Fashionology on Canon Drive

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Tweens can get crafty and fashiony at Fashionology, opening Saturday, June 7 at 338 North Canon Drive in Beverly Hills. Per WWD, "Hollywood social fixtures Jamie Tisch and Elizabeth Wiatt" have teamed up to create "an interactive tween store...where girls ages five to 16 will use a touch screen to choose and design various embellishments on solid cotton separates, then apply the trims themselves with help from the store's staff."

The 1,900-square-foot boutique offers blank, cotton "tank tops, T-shirts, hoodies, dresses, pants, skirts and shorts come in a rainbow of colors in sizes 6x to 14" for girls to use as their canvas, ranging from $16.50 to $39.50. Next they move to an interactive kiosk where "they can pick from one of five themes, including Malibu and Pop and Peace, which offer heat-transfer logos, charms, rhinestones and necklaces they can drag onto their virtual piece and place wherever they like. The screen also tallies the cost for adding each embellishment." Apparently, a heavily embellished garment can go for $100, but most end up around $40-$50. Tisch and Wiatt plan to open 50 stores in the next five years. The boutique's site indicates party services will be coming soon, and preview hours prior to the opening—Mon-Fri 2pm-6pm.
· New Store Combines Tweens and Tech [WWD, subscription req]