This paper describes a conceptual, web-based, intelligent fashion agent designed to assist the consumer in the fashion selection and purchasing process via electronic commerce. The agent is a hybrid system combining expert system software and web technology. Fashion selection is a complex process involving multiple objectives, criteria and alternatives that can be resolved by an expert system. Based on the development of the prototype Web-Based Interactive Fashion Expert (WIFE) system, problems with the conceptual system are identified and solutions proposed where applicable.