There are plenty of mobile fashion games out there that let users create virtual outfits from digital closets and share them with others, but Covet Fashion sets itself apart by providing real clothes as options. Their target users are women 22 and above, and the average age of their 600,000 active users is 29-years-old. They’ve got these women hooked with a game that combines online shopping with a competitive edge, and after creating a certain look the user can be taken straight to the brand’s page to buy a look. The app has partnered with 150 brands, and Covet Fashion has reportedly increased some brands’ mobile traffic by 50%. (Digiday)
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