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UK fashion brands sign up for Ask Jeeves makeover app

UK fashion brands sign up for Ask Jeeves makeover app

Two leading UK fashion brands are backing a new tool that allows users of the search engine to make over the site’s iconic butler.

Gieves and Hawkes together with Ben Sherman have supplied virtual outfits that allow users to transform butler Jeeves from his usual smart two-piece suit.

The homepage application uses drag and drop Flash technology as created by Framestore and Moonshine and offers 100,000 different outfit combinations.

Jeeves can become Superman, Elvis, Robin Hood, James Bond, don garish Hawaiian holiday attire or even dress for a day among the posh polo set.

‘Dress Up Jeeves’ is hoping to deliver user engagement with the Ask Jeeves brand as users can share their own Jeeves character via email with friends or on social networking sites. They can even personalise their Ask Jeeves homepage to show him in his latest outfit.

“The ‘Dress Up Jeeves’ application gives people the opportunity to get engaged and create their own Jeeves,” said marketing director for Ask Jeeves, Sarah Bartlett.

“It offers another dimension to the Jeeves character and hopefully will bring a smile to the faces of our users.”

She added, “Our long term strategy is to make Ask Jeeves synonymous with questions and answers and we’re lucky to have an icon like Jeeves who inherently stands for answering people’s questions.”

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