INTERACTIVE: AD AGE CYBERCRITIQUE OF THE WEEK: EASY SHOPPING AT THE GAP

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THE GAP

http://www.gap.com

WHAT'S THERE: Tired of malls and alterna-teen sales people who are just a little too perky for the post-holiday sales rush? Do you hate walking into a store and appearing to have no idea what you're doing? The Gap has a site for you.

For the fashion-challenged, several features make this site worth coming to. The Shockwave dress-up cutouts let you see what different outfits look like on the perfectly proportioned model-to give you an idea how you will look once you complete all your New Year's weight-loss resolutions. If you find an outfit you like, you can click on the individual pieces of Gap-ware to find size, color and fabric information. The site also features a Shockwave mix-and-match tie-selector so you can accessorize properly.

Overall, there's some great information here, including a comparison of types of jean cuts. You no longer have to work in The Gap to know the difference between "easy" and "relaxed" cuts. Unfortunately, the home page design gives equal weight to all the features without guiding you to the more useful-and fun-segments of the site. A little tweaking of the home page would do a lot to bring the back end to the forefront.

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