just my ideas on your competitor's site
there isnt anything much in that site
basically there's only a limited amount of selections (>100 i guess)
so photogrpahing is an option
but it cannot be continued, so the best i think is to put up the work on to a flash developer [i saw that your competitor selected jquery though] but there's lilmits for JS so you probably need flash to pull up your idea, you can see example like things in online 3D chat rooms here you can remake your self with any attire you need
but i would warn that this will cause much more $$