Consumers shopping for apparel online will soon get personalised, event-specific style advice from the guide2style virtual personal shopper - a new technology that uses more than 150,000 interdependent rules of style to deliver personalized, event-specific fashion guidance. "It just makes sense to provide online consumers with something they've been asking for in personalized fashion advice at their favorite online store," said Scott Van Valkenburgh, an accomplished e-commerce strategist and guide2style's CEO. "A recent article in Women's Wear Daily said online apparel customers are looking for fashion guidance they can trust ... that's what our product delivers."