After years of fanfare, Condé Nast has finally launched Style.com’s shoppable content. As part of this launch, Vogue and GQ’s in-book editorial content will now be also published on Style.com. Shoppers can browse through the editorials and purchase items directly from Style.com
Through this new feature, all editorial stories in the print issues of GQ and Vogue will be instantly shoppable on Style.com. While the editorials technically now qualify as advertising, the editorials, produced by Spring Studios, will maintain the editorial caliber each publication is known for. The concept was to use the language and identity of these publications to build an e-commerce platform.
As of right now, the venture has only launched in the United Kingdom. Between 100 and 200 brands have already opted to purchase sponsored places in the editorials.
This shoppable ‘edit’ section of Style.com was first announced back in April of 2015, acting as a way for Condé Nast to throw its hat in the e-commerce ring. This seamless interface between the print magazines, which Condé Nast owns a full roster of esteemed publiations, and Style.com will allow Condé Nast add a new e-commerce element to the publication, giving the publishes an additional income opportunity amidst slowing print sales.
Shoppable content has been a burgeoning trend in the e-commerce market. Instagram has finally unveiled its shopping feature, allowing apparel, cosmetics, and accessories brands to add shopping tags right in Instagram posts, further allowing social media browsers to shop right from the app.
(Source: Fashion Network)