Fashion Mags Continue To Embrace E-Commerce
Numerous magazines have been embracing the increasingly popular editorial meets e-commerce model in recent seasons. Lucky has its own shopping system as does Another Magazine; not to mention online news outlet Refinery 29. Meanwhile, Vogue has partnered with Gilt Groupe while Elle has teamed with Rue La La to offer special shopping initiatives, says the Business of Fashion. But, few fashion rags have committed so vehemently to upping the shopping ante as In Style.
A property of Time Inc., In Style originally launched its shopping feature back in 2007. Since then it has “moved more than $10 million in product,” says its director of digital operations, Simeen Mohsen. Then, “in January, the publisher acquired StyleFeeder, a personal shopping engine that uses pattern recognition technology to make product recommendations,” adds BoF. And, now comes news that the magazine will now feature exclusive items from one of Los Angeles’ most celebrated luxury consignment retailers—Decadestwo.
The new shopping facet launches today. “Every Tuesday, the site will feature a selection of the boutique’s clothing and accessories curated from the closets of consignors such as Sarah Jessica Parker, Courtney Love, Rachel Zoe, Selma Blair, and Julianne Moore,” says Daily Front Row. Shoppers can then snag the wares in question by using a “dedicated reservation email” that will only be listed on InStyle.com. But the partnership won’t be relegated solely to shopping, there’s an editorial element as well. Christos Garkinos—co-owner of Decadestwo—will contribute to the magazine’s blog, “What’s Right Now,” offering handpicks and answers to reader’s style queries.