Schway Fashion Interaction: Cool Concept, Poor Execution

What: Schway.com

Schway is designed to let you
mix and match items (even from different stores)
to see how they look together on a virtual mannequin. The concept is great – who hasn't
wondered how a skirt from Store A will look paired with the blouse from Store
B? The best part is that once you create a look, you simply click
"buy this look" and the site gives you an itemized list of prices and
links to buy your stuff.

And then there are the cons…

Three words- London, London, London.
Schway is based out of the UK,
and this means that all of their partner retailers are across the pond as well.
One, Lipsy London & Office, will ship to the United States if you're willing to
shell out an extra £30 (about $45)
for shipping. Their other partner, Ted Baker, won't ship to the US at all. Thanks a lot. 

This
brings us to the second major problem with the site – selection. Presently, there are less than 100 items to choose from, and that includes
everything from skirts to shoes to accessories. We liked the studded and patent belts below, but won't be wearing them anytime soon (for the above mentioned, frustrating reasons).