MUMBAI: Online shopping portal Myntra.com has developed an in-house application called “Style Studio” which is a virtual dressing room aimed at making online shopping fun and interactive for shoppers.

Myntra’s Style Studio is completely built on HTML 5.

The application is a part of Style Zone, a one stop shop for all of Myntra’s fashion properties. Other fashion properties within the segment include ‘Star N Style’ which brings celebrity youth icons together to build a connect with customers, ‘Style Mynt’ – Myntra’s style blog and ‘Fashion Stories’ which give insights into the season’s latest trends and will be closely linked with the styles available on Myntra.

With Style Studio, shoppers can mix and match products, save their favourite looks and share them with their circle of friends using social media channels like Facebook and Twitter. The objective of this feature is to guide the user through their purchase experience and enable them to virtually try before they buy. In the future, users will also receive product suggestions and tips on the latest fashion trends.

Myntra founder and CEO Mukesh Bansal said, “We realize that customers go to Myntra not only for the largest selection of brands, but they are also looking for advice on how to put products together to create a complete look. Myntra’s ‘Style Studio’ will enable customers to mix and match products and create the desired look on a model before making a purchase decision. We believe this will be a game changer for online fashion shopping in India. On a technology innovation front, Myntra’s Style Studio is one of the most evolved virtual dressing rooms in the country and unlike most products of its kind; it is built on HTML 5 instead of Flash to enhance compatibility across devices.”