BREAKING NEWS & VIEWS
Style.com Mag Makes E-Commerce Connection
Tuesday, September 13, 2011
Style.com print magazine launches at the end of October, it will carry with it a shopping bag. The “Instant Get” feature both in book and online will feature fashions from six major designers: Eddie Borgo, Philip Lim, Proenza Schouler, Rag & Bone, Alexander Wang and Jason Wu and will allow readers to purchase the goods directly through Style.com.
The e-commerce opps will be available on a first come first served basis. Each designer will have five items for sale on the site. The selections include a $2,400 bag from Jason Wu, a $375 long-sleeve tee from Proenza Schouler, and a $625 necklace from Eddie Borgo.
The items will go on sale on Nov. 2 at Style.com, the long-lived site’s first foray into direct sales. The sale will have specific items unlocked in a flash sale model over the course of six days.
The e-commerce provider Edition01 will provide fulfillment for Style.com. MasterCard is sponsoring the feature and will be the preferred credit card for the sales. Buyers who use their MasterCard to make the purchase will receive free shipping overnight or same-day messenger delivery for New York City residents.
As previously announced, Style.com’s print magazine will launch on October 31 and at the end of the fashion show season.
Style.com is coming a bit late to the e-commerce party, as many other style and service brands have been erecting online stores and crafting affiliate relationships with e-retailers. Getting content into the online buying revenue stream has been at the top of every publisher's to-do list this year.
And on September 28 in a special min Webinar, we plan to share some of the early learnings about magazines getting into the e-commerce model. “Building the Better Storefront: Getting Magazines Into the E-Commerce Stream,” will feature presentations from Kim Lau, VP of Business Development and Partnership Relations, Hearst Digital Media, Marie Jones, General Manager, Digital Media, Allure, and Melissa Davis, VP of ShopStyle. Our trio of experts will explore how to evaluate e-commerce partners, how to maintain editorial integrity in an age of complex business models, and what it takes to sell the goods in a content-focused environment.
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