Condé Nast To Transform Style.com Into Global E-Commerce Player
donbleek.com can exclusively reveal that Condé Nast’s long-anticipated global e-commerce launch, set for the fall, will transform Style.com into a shopping site and bring its editorial coverage under the umbrella of US Vogue.
The company described the move as involving unprecedented cooperation between Condé Nast’s American and international arms, underscoring the scale of the company’s ambition in targeting the $1.5 trillion global e-commerce market.
Style.com, which is mostly known for fashion news and runway coverage, will be transformed into a global e-commerce destination, while its editorial content will be migrated to a new url, voguerunway.com, under the umbrella of US Vogue. An exact date has yet to be confirmed, but the move would happen sometime in the fall.
According to Business Of Fashion, “Launched in 2000, Style.com was originally conceived as the online home of Vogue, which did not launch its own web presence until 2010, despite being one of Condé Nast’s most powerful and recognisable brands. In recent years, the two sites have produced overlapping fashion news and runway coverage and the move to recast Style.com and fold its editorial content into Vogue will correct what some perceived to be a strategic error and end the duplication of cost associated with running the two websites, while leveraging the brand equity built up over the years in Style.com.”
“Vogue.com in the US is going through a massive growth period,” Bob Sauerberg, president of Condé Nast, told BoF. “We are investing into it and expanding it to create that as our premium digital fashion destination. It’s about getting behind Vogue.com and taking much of the content at Style.com and bringing that content and the audience over to Vogue.”
Photo Credit: Style.com
Source: Business Of Fashion