Style.com becomes E-commerce | Marketing

One of the break stories surrounding the industry this week was the news that Style.com will transition into owner's Conde Nasts e-commerce site, replacing their fashion news and catwalk coverage. Having used Style.com for many many years for trend research and to catch up on the fashion world, it is a sad end of an era to see the company go.

The new e commerce platform - the first of its kind for the popular publisher - will launch this autumn in Britain and sell merchandise to consumers, including readers and users of its magazines and websites such as Vogue, Vanity Fair and GQ. The site will target fashion brands as well as upmarket brands from other sectors such as beauty, travel services and technology.

Following its UK launch, the concept will be grown to internationalise into the US market, and other major countries across the globe shortly after. If you are a current user of Style.com, fear not and prepare to be redirected to Voguerunway.com, a sub-section on the American Vogue website for all fashion and runway based updates.

The quote taken from the Vogue website explains the move - "The audience of our magazines and websites around the globe comes to more than 300 million, a huge base of support with whom we already have an active relationship," explained Newhouse of the launch. "It can be considered the top five per cent of the world's adult population. Our potential customer base is far higher than any fashion e-commerce business currently operating and will give Style.com an enormous advantage over its competitors."

Personally, despite being sad to see the site go, I am looking forward to the unveiled relaunch of Style.com to see how it adapts to the world of e-commerce.

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