Boo.com fails to live up to the hype



Isabel Choat

Call me old-fashioned but one of the pleasures of clothes shopping is being able to flick through a rail of the season's latest...



Isabel Choat

Call me old-fashioned but one of the pleasures of clothes shopping is being able to flick through a rail of the season's latest fashions and try them on. Even things you think you might hate turn out all right so why not online shopping?

www.boo.com - the brainchild of three Swedish entrepreneurs - is one of the biggest online shopping sites and certainly the most hyped. Unfortunately, it has run into financial problems and is cutting its workforce.

But, as a consumer, does it live up to expectations? Well, yes and no. The site looks great - modern images and bright colours - and it's easy to navigate. Boo.com also has a couple of nice features like a model who "tries on" your selection.

But the clothes themselves are uninspiring and the model is not much use as you still don't know whether the clothes are going to fit you.

The site has a character called Miss Boo who is there to give you her expert advice. However, just like real life shop assistants, she proved very elusive - she was probably busy chatting to other cyber shop assistants.

If you were desperate for a tracksuit and couldn't face the high street, boo.com would be a useful point of call but, given all the advertising and the claims about boo.com revolutionising shopping, I think it is meant to be much more than that.

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