Serendipity is an internet service that provides personalized style and item updates for less to members. When signing up, members take a brief questionnaire or select a celebrity style to identify their personal look. The service then provides weekly updates on items in the member's area that match their identified style, including locations and online store links. In addition to styles for females, the website also has a male division with the same personalization options. It aims to be a useful tool for gift giving by comparing someone's style to genres or celebrities.