Prom Season Debuts at America Online's RED Service

Business Wire, March 31, 2004

Lifestyle Editors/High-Tech Writers

DULLES, Va.--(BUSINESS WIRE)--March 31, 2004

America Online, Inc.

-- Exclusive Interactive Fashion Show - Starting Today - Gives

Wired Teens Glam Guidance and a Live Broadband Performance

from Musical Artist Fefe Dobson

-- Recent Poll Reveals 36% of Teens Will Spend $150 on Prom Look

This Year

American teens - who will spend approximately $150 on their prom attire this year(1) - will take their prom planning online when AOL's RED(TM) service delivers this season's hottest looks with an interactive fashion show. Teens can view both video runway sequences and still photos featuring styles from designer favorites including Patricia Field, Jessica McClintock and ABS by Allen Schwartz and buy right then and there. In addition to the runway show, teens on AOL(R) for Broadband can catch a special live acoustic performance by rising star Fefe Dobson who performs a special acoustic version of her hit "Everything" from her self-titled album. The RED(TM) Prom Fashion Experience - a browsing and buying event- will be available online starting today and will last through the end of prom season in June.

RED prom stylist Jodi Brooks, who has lent her expertise to MTV, Seventeen Magazine and VH1 will help girls get the look they want. According to a recent RED(TM) poll of more than 15,000 teen girls, nearly 40% said Jennifer Garner is the celebrity whose Oscar(R) look they most want to imitate this season.

Teens are among the fastest growing online audiences. Recent research shows 53% of teens go online every day and 73% go online five or more days a week.(2) Additionally, teens have significant purchasing power and are spending more than ever, both online and offline. In fact, according to Jupiter Research, 5.7 million teens made purchases over the Internet in 2003, spending an average of $244 each.(3)

According to Malcolm Bird, Senior Vice President and GM Kids and Teens, "Teens are among the largest and most active online audiences, so it's no surprise that they turn to the Internet to buy their prom look, which is arguably the most important fashion decision they will make all year. We are thrilled to give them this interactive experience where they can see the latest looks from their favorite designers, and with a few clicks, buy them right then and there."

Says Shawn Hardin, Senior Vice President Product and Programming, AOL for Broadband, "Adding video and a live musical performance to this year's Prom Fashion feature gives teens what they really want: relevant programming, live music and exclusive experiences. Those are a few of the many things that AOL for Broadband offers our members."

Set in a New York City loft, the RED(TM) fashion show features five teen models representing Classic, Black & White, Alternative prom, Retro Glam, and Date Boy, aka "the ultimate accessory." Popular designers that are featured include Patricia Field, NineWest, Nina, Steve Madden, ABS by Allen Schwartz and Jessica McClintock. Teens can easily click on photos of the models wearing the apparel and accessories to learn more about each outfit and then link to purchase them through AOL(R) Shopping.

RED Prom Stylist Jodi Brooks has these tips to help take the guesswork out of buying prom wear this season:

-- Color, Color Everywhere - Color is the new black. Rich,

vibrant jewel tones that were seen most recently on the red

carpet at the Academy Awards(R) will be very popular. The

color trend extends to stockings, as colored tights will also

be a big hit this year.

-- Hollywood Glamour - In a return to old-fashioned Hollywood

glamour, prom dresses this year will feature classic designs

and soft feminine touches. A pair of long gloves finishes the

look.

-- Graceful Footwear - Forget the stilettos and slip into a

comfortable yet stylish pair of ballet slippers. This new

footwear trend reflects the "less is more" style for dresses

and accessories that is popular this year.

-- Bring on the Bling - Big rings, aka 'bling,' and layering

jewelry such as pearls and other necklaces will be a hot way

to accessorize this prom season.

-- The Perfect Little Purse - Add an extra dose of shimmer and

shine by choosing a metallic handbag. Clutches are especially

popular this year.

About America Online, Inc.

America Online, Inc. is a wholly owned subsidiary of Time Warner Inc. Based in Dulles, Virginia, America Online is the world's leader in interactive services, Web brands, Internet technologies and e-commerce services.

(1) Source: Poll of teens on the RED service

(2) Source: America Online/Digital Marketing Services, Inc., Teen Wired, August, 2003

(3) Source: Jupiter Research, Demographic Profile: Teens Online, March, 2004