Conde Nast probably knows better than anyone printed fashion magazines are a dying breed, so how do they plan to make money and stay relevant ? Launch an online fashion/shopping/social networking portal (to make them a lot of money!).
Vogue was smart to tap in to fashion bloggers and just this afternoon gave us an exclusive preview of the new money generating outlet for Vogue which launches tonight at midnight.
ShopVogue.tv is a flash-based site that will create an entertainment platform for fashionistas everywhere. Unlike Project Runway and the like, the site will give the fashion hungry three series or shows (to start). They are:
1. 60 Seconds to Chic
A series dedicated to short snippets on how to go from the office to a night on the town quickly.
2. Behind the Lens
Fashion’s answer to Behind the Music. Get to know your favorite designer and style influencers as they are interviewed by Vogue.
3. Trend Watch
The name pretty much says it all.
While you are viewing any of the shows you can always shop. All products featured in segments will scroll with prices. Click on said item and you can find where to purchase it either online or at a store near you. You can even transfer the information to your mobile phone or send it to a friend as a not-so-subtle suggestion.
Additionally there is a Fashion-U-Share social networking component which allows you to set up your own lookbook or post your own looks and video to the fashion community.
The goal of this site is to drive you…the consumer, to shop your brains out. This is strictly a consumer site marketed to the shopper, not the industry. When Vogue realized that luxury spending (especially online) has been skyrocketing lately and the projections are showing it’s ust the tip of the iceberg…they wanted a piece of the action. Can you blame them?
All runway shows displayed on ShopVogue.tv are of the current season meaning, they will point you in the direction (read Neiman’s) to buy the items and the industry runway shows to their other site: Style.com.
It took Vogue nine months to build the site and while segments will be added periodically, the entire site will be overhauled November 1, for the holiday season…where you are assured to blow even more money at their affiliate stores! Mo’ money, mo’ money, MO’ MONEY!