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BREAKING NEWS & VIEWS
InStyle Opens a Mall: Launches Shopping Brand With Editorial Point of ViewThursday, December 2, 2010 InStyle has been helping women identify the right fashions, brands and retailers in its pages and on its pioneering Web site shopping area for years. And now the brand spun off a standalone StyleFind.com site that puts the shopping experience front and center but keeps the magazine's editorial sensibility in the mix. StyleFind brings to market the investment Time Inc. made in acquiring the shopping engine provider StyleFeeder recently and creates a new and more robust revenue stream for the company. While StyleFind is a standalone brand and a has a vast catalog of products, the idea is that they reflect the InStyle sense of, well style. Only 150 retailers are included in the mix, and all 2,000 brands of goods were picked by the editors and dedicated team. Atop every search result or category page, a series of Editor’s Picks is singled out from the catalog. According to InStyle, these items are updated on a daily basis. A Trends section is also editorially driven and identifies several key style trends. Some categories also have a Hit List of editor’s faves or items that recently have been featured in the magazine. The site also leverages social sharing tools to let users join as members and share their finds with friends. The StyleFind site has the usual affiliate referral revenue many publishers also get from partner retailers. They will receive a commission on sales. When you find the item you like a Shop It button brings you directly to the item page at a specific retailer. The site also had advertisers, such as launch sponsor L’Oreal, whose Maybelline line has a persistent presence in rich media banners and side rail units throughout. The StyleFind standalone site builds out from the same engine that already powers shopping at InStyle.com, which claims 2.1 million uniques (per comScore Oct. 2010) and 73 million page views. According to Time Inc. the underlying engine can also be used with other magazine brands, which could well mean that spin-off shopping sites will be coming from other titles. People and People StyleWatch would be obvious candidates for such stores, since their editorial already drives reader’s sense of celebrity-inspired style. The longtime digital dream of somehow marrying content, commerce and community for media companies is getting closer to reality in models like this. Knowing that they drive consumers to purchase goods, but having no way to profit directly from that dynamic, publishers have been trying to find ways of getting more directly into the purchase path and get some remuneration. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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