The ecommerce venture will be branded Style.com, a name currently used by a fashion news website also owned by Condé Nast. The company says the service will debut in Great Britain and will be followed by the US and eventually other world markets.
Users will be able to order merchandise from magazine-branded websites and digital magazine editions in app form, as well as the Style.com website. Technology will also enable readers to place orders by scanning many of the images appearing in the print magazines.
Jonathan Newhouse, chairman and chief executive of Condé Nast International said: “The audience of our magazines and websites around the globe comes to more than 300m, a huge base of support with whom we already have an active relationship. 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 ecommerce business currently operating and will give Style.com an enormous advantage over its competitors.”
The current Style.com reports fashion news, and who seek this information will be redirected to voguerunway.com, on the US Vogue website. While owned by Condé Nast, Style.com will be operated as a stand-alone unit under the joint supervision of the US and international divisions.
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