From Magazine to Merchandising
Posted: August 19, 2010 | Amanda Fildes
InStyle magazine launched its first e-commerce site to offer its readers an online shopping experience in a fully branded InStyle environment. So what would encourage a publishing company to try its hand at online retail?
The leap isn’t as far as it sounds. InStyle has long been evaluating fashion, trends, and designers within the pages of its magazines, so it makes sense that that they lend some of that experience to selling apparel online. The site, which borrows its look from the pages of InStyle magazine, is also carefully tied to the magazine content to cross promote products on and offline. The other piece of the puzzle that InStyle brings to the table is editorial credibility. Loyal readers of the magazine will find “editors pick” merchandise and feel confident that the publishers who have provided them savvy fashion advice on the pages of the magazine will continue to do so on the online store.
Many have discussed monetizing content as a way to lifting the publishing industry out of its current slump but it will be interesting to see if an approach like this one will keep them viable.
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