Style.com is getting a makeover with their transformation into an e-commerce website.
President of Condé Nast, Bob Sauerberg, told Business of Fashion that their plan is to move the style portion to Vogue, and concentrate e-commerce into Style.com. This culmination of content will result in Voguerunway.com.
The way the transition will work is that Vogueontherunway.com will feature content that can now be found on Style.com.
Vogue.com will feature news related to fashion and features.
Although these goals may seem too ambitious for an online publication, in recent months they’ve received in an influx of visitors.
Businessoffashion.com said, “according to statistics provided by Condé Nast, Vogue.com has seen 160 percent rise in unique visitors for Q1 2014 to Q1 2015, as well as a 345 percent lift in traffic from social media during the same period.”
It was recognized that there were redundancies in content on Style.com and Vogue.com, so the merging of the two websites just made sense. Style.com has already built a name for itself, and Chairman and Chief Executive of Condé Nast, Jonathan Newhouse, told BoF, “It was decided that [Style.com] was a really great brand name for what we want to do with e-commerce.”
Style.com already has their planned laid out. In autumn, the e-commerce website will launch in Britain, and they will focus on targeting “fashion brands as well as upmarket brands from other sectors such as beauty, travel services and technology.”
Eventually the e-commerce will move to North America and Asia. The reason that e-commerce is beginning in Britain is that e-commerce is larger there than it is in America.
The company has been diligent with their preparation of this project. They have incorporated big names like ASOS Editorial Director Melissa Dick.
In the announcement of the launch, Newhouse explained how he was confident in the launch, seeing as their websites already had an audience of over 300 million.
Newhouse told Vogue that preparation for this has taken longer than anything else he’s ever done because it’s something that he hasn’t done before.
President of ecommerce at Condé Nast, Franck Zayan, will govern over the business.
According to Vogue.co.uk, Zayan has experience with “e-commerce for the Paris department stores of Galeries Lafayette.
Fans of the website should expect to see this transition occur over a period of time.
According to Style.com, until the transition is complete, “keep coming to Style.com for our daily fashion show coverage, industry news, parties, street style, and more.”
No information has been released as to what brands will be offered on the website. The collections offered will be through Condé Nast editors.