A few years ago, the designs were targeted toward teenagers, but in recent times Miss Selfridge has extended its fashion portfolio to appeal to the young at heart. The accouterment drawing inspiration from vintage print collections to contemporary styles conceptualized by in-house designers, are a favorite among the maverick fashion lover.

Is Miss Selfridge's online flagship a trendsetter on the virtual catwalk?

The brand claims to provide up-to-the-minute fashion, so the link to "new in this week" on the homepage is expected. Clicking on the link transports you to the online boutique, where the collection is neatly tiled on a virtual shelf. A clean, tiered menu bar allows shoppers the convenience of browsing either by product type or collection.

Along with the price and short description, a fit guide accompanying each product provides a standard size-conversion table. This is a particularly useful feature for those who may be unfamiliar with British clothing sizes.

In terms of content, a "works well with" option and garment care information would be a welcome add-on to the information currently available.

Virtual shoppers also have access to "exclusive" merchandise that is retailed only through the flagship store in London. A small section is also dedicated to items on sale and might be appealing for those looking for a quick bargain.

In an industry where customer service is a primary tool for customer retention, the site has a well-organized help section that answers customer purchase queries. Contact details, with a link to a toll-free number, are also provided for those who don't find an answer from the general information available. The site also has an organized e-shop facility, though the service is limited only to shipping in the UK.

For the fashionista, the site has two sections—"fashion features" and "trends"—that highlight styles unique to the Miss Selfridge brand. But it might be more useful to combine the content of the two sections under a single heading, however, as they essentially address the same thing.

Beyond the e-store that showcases playful shorts, evening gowns and vibrant accessories, the site provides interactive features such as contests, gift cards and newsletters to ensure customer revisits.

The site also has a dedicated "all about us" section that resembles the customer service area in a bricks-and-mortar store and delivers information on gift cards, store locations and careers at the company. The ten percent student discount offer in this section is a definite attraction for students—and because they are an important target audience, it might be helpful to prominently highlight this feature. Also, to provide shoppers with a feel of the retail atmosphere, the site designers should add a few snapshots of the offline store.

Corporate information is also available in this section for those who wish to learn about the history of the brand. However, some more details on the brand's evolution and fashions trends over the years could be given more prominence.

All in all, the site's design reflects the youthful yet sophisticated nature of the brand. The site elegantly captures the latest trends for women in the fast moving fashion industry and is a must visit for those looking for hip fashion at an affordable price.