That’s the feeling one gets when entering Accessorize, a UK retailer of fashionable accessories. A mind-boggling choice of accessories is arranged in a kaleidoscope of colors inspired by the current season’s trends.

Given the stylish distinctiveness of the store’s retail ambiance, it would be natural to expect a similar manifestation online. However, the entry is somewhat modest with an unadorned homepage and only a few chosen product categories.

Thankfully, the products’ categories are neatly arranged, making it easy to rummage through the collection. Product shots are organized like white boxes stacked in a warehouse. Once you get past the unimaginative display format and click on any item, you can find various details about the product, such as price, size, color and wash instructions. This is particularly useful for virtual customers who cannot touch or feel their potential purchases. (Although the e-store is only available for UK and Ireland residents.)

Sections like “Company Info” and “Careers” once again lead to Monsoon’s website. The structure of the information presented creates a mixed understanding about the Accessorize brand and might leave the virtual visitor perplexed.

Overall, Accessorize’s sparse no-fuss online presence does not complement the dynamic, vibrant atmosphere of the brick-and-mortar store. The offline brand’s characteristics, which might be described with words such as funky, razzle-dazzle and trendy, do not resonate on the website. The site could definitely add some extra oomph by incorporating flash technology and background music to accentuate the otherwise simplistic view. Additional features like gift cards, wish lists and fashion updates might augment repeat visits.

The in-store exhibit of the brand’s accessories deserves applause, but the Accessorize site should revamp its virtual wardrobe to make a striking fashion statement online.