SYDNEY:
Consumer fashion magazine InStyle is preparing to launch an e-commerce arm.
Branded ShopIt!, the online retail store will feature a selection of apparel and accessories from more than 30 designers, with all items directly curated by the InStyle team.
It will include search options via brand, price, categories, what's new, designer profiles, editor's picks and sale items.
The site was built in partnership with Coronet Ventures, which also
owns and operates designer e-tail hub www.grandsocial.com.au.
InStyle publisher Fiona Legdin said the print magazine and online store will be constructed to complement one another. The online content will have major monthly updates to coincide with each magazine issue and interim updates to occur fortnightly.
“Our move into e-commerce represents a significant step for InStyle, as for the first time we extend the brand experience from magazine to purchase via an online retail environment," Legdin said.
ShopIt! is scheduled to launch on March 15.
The launch will be supported offline with a television campaign running on pay-TV channel Lifestyle You, along with point of sale advertising, social media, direct communication to online and print subscribers as well as cross-promotion within the magazine and website.