Dive Brief:
- Condé Nast’s e-commerce initiative, Style.com, will launch alongside the British editions of Vogue and GQ and roll out in the U.S. after the editorial site relaunches as Voguerunway.com.
- Style.com’s launch staff includes e-commerce and apparel experts from Asos, Net-A-Porter, and Anya Hindmarch.
- The site will merchandise "entire experiences" from magazine pages, acting as a bridge between content and third-party commerce sites.
Dive Insight:
Condé Nast is focusing on what it does best—magazine content—as an entry to commerce as it converts its Style.com site from Vogue’s online adjunct into an e-commerce portal for its fashion and style titles worldwide. By focusing on content, the company hopes to aid in product discovery while helping monetize web pages.
Mediating between magazines and marketers, Style.com will offer consumers the chance to shop magazine stories and direct their orders and inquiries to the brands, likely charging a fee per view or click-through. In emphasizing content, Style.com will be able to sell through multiple aspects of an editorial package, linking to everything needed to create a beach scene depicted on the page, for example.
Style.com has assembled a who’s who of e-commerce and apparel experts for the launch, including Melissa Dick, formerly the global editorial director of Asos and former editor of ElleUK.com, and Mo White, formerly of Net-A-Porter.