Magazines as e-tailers

April 4th, 2011

Fashionista loves flicking through her favourite fashion mag, but we all have less time on our hands (and since this Fashionista’s become a Mum, the only time she gets to indulge in this pastime is when she’s getting her hair done!).

This is why so many of us are fans of sites like Net-A-Porter which combine editorial with e-commerce. This way we get to kill two birds with one stone – reads all about the latest trends, and then buy what works for us, all within the same site.  The combination of editorial and e-commerce has become the business model for successful online retailers and some brands are now getting in on the act, launching their own digital titles, such as Nowness published by LVMH. 

But the question is can magazines capitalise on the great content they have to offer their readers shopping straight from their fashion pages? Bloomberg‘s recent story suggests that it’s harder to build an e-commerce capability into an online fashion mag, than it is to add editorial content to an existing platform like eBay. And then there are those brand new sites, which are more akin to a videozine – watch the film, and buy the outfits featured on Imagine Fashion.  

One thing is certain, we are all spending what little time we have online so virtual shopping is where it’s at, and all e-tailers will have to grapple with Europe’s new cookies regulation due out today. Fashionista will bring you an update on the cookies issue later this week…..

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By: Sarah Wright
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