STYLE.COM is become the home of Condé Nast’s new ecommerce business, according to Charles Townsend, CEO of Condé Nast, and Jonathan Newhouse, chairman and chief executive of Condé Nast International, losing its news and style content.
The new platform – which is the first of its kind for the publisher – will launch this autumn in Britain and sell merchandise to consumers, including readers and users of its magazines and websites such as Vogue, Vanity Fair and GQ, targeting fashion brands as well as upmarket brands from other sectors such as beauty, travel services and technology.
Following its UK launch, the concept will be grown to incorporate the US market, and other major countries thereafter. Current users of Style.com will be redirected to Voguerunway.com, which can be found on the American Vogue website.
“The audience of our magazines and websites around the globe comes to more than 300 million, a huge base of support with whom we already have an active relationship,” said Newhouse. “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 e-commerce business currently operating and will give Style.com an enormous advantage over its competitors.”
The new Style.com, which although owned by Condé Nast will operate as a stand-alone business, will be presided over by Franck Zayan, whose previous role was head of e-commerce for the Paris department store Galeries Lafayette.
“The signed contracts are starting to come in. Every week we sign up another five to ten brands and the momentum is increasing,” said Zayan. “Fashion companies and other upscale brands understand the authority of our magazines and websites, and their unique ability to connect them to potential buyers. Style.com will take these relationships to a new level, taking advantage of our existing customer database. It will provide a great user experience for consumers, employing the most state-of-the-art technology, and build sales for the brands.”