An e-tail idea created by students from the Fashion Retail Academy, Updatemywardrobe.com, will represent the UK in the Retail Futures Challenge at the World Retail Congress.
The students were asked to come up with a business idea they believe represents the future of the sector and will compete against rivals from Hong Kong and the US in the final.
The site would combine social networking with retail, enabling customers to swap ideas and advice, and would carry product from a range of retailers.
The UK round was judged by retailers including Sir Stuart Rose and Sir Philip Green. Rose said the online venture “captured the zeitgeist of the moment”.