Style.com
Type of site | Ecommerce |
|---|---|
| Available in | English |
| Owner | Condé Nast |
| URL | www |
| Commercial | Yes |
| Launched | September 2000[1] |
| Current status | defunct as of June 2017 |
Style.comwas best known as a website owned by international media companyCondé Nast.Under Condé Nast, starting in 2000, Style.com was the online site forfashionmagazinesVogueandW.It featured online versions of some of the magazine's content as well as Internet-exclusive material such as event photographs and style-related articles. In September 2016, Style.com was relaunched as a luxury e-commerce website.[2]It was closed and absorbed by online retailerFarfetch.comin June 2017.
History
[edit]Origins
[edit]Style.com was originally owned by Express, which posted style tips and had an early e-commerce site, before the domain name was acquired by Condé Nast in the late 1990s.[3]Express gradually transitioned its visitors to expressfashion.com, and Condé Nast put up a 'coming soon' message on the home page in August 2000. Style.com reappeared with its new identity during the fall of 2000, in time for the spring 2001 shows.
Magazine content
[edit]In 2000, Style was relaunched by Condé Nast as the online site forfashionmagazinesVogueandW.featuring online versions of some of the magazine's content as well as Internet-exclusive material such as event photographs and style-related articles. It featured material such asfashion news reporting,trend reports, and an extensive catalogue of runway imagery.[4]VogueandWlater launched their own websites and in 2010, Style.com moved to publisherFairchild Fashion Media.In late 2014, Style.com moved back to its original home, Condé Nast.
In April 2015, the content on Style.com migrated to Vogue Runway, an existing channel onVogue.com,[5]and Condé Nast announced it would use the URL for a new e-commerce venture launching on 2 September 2016.[6]Style.com and its runway archive were taken offline on 31 August 2015.[7]
E-Commerce
[edit]In September 2016, Style.com was relaunched as a luxury e-commerce website.[2]Style.com offered established and emerging luxury brands, encompassing womenswear, menswear, beauty and grooming. The website combined e-commerce with original and curated content from Condé Nast's titles, includingBritish VogueandBritishGQ.
President of Style.com Franck Zayan oversaw theUK-based website,[6]with fashion and retail expert Yasmin Sewell as fashion director, Melissa Dick serving as editorial director, Jane Gorley as creative director and Natalie Varma as head of innovation.[8]Jonathan Newhouse, Robert A Sauerberg Jr, Anna Wintour, Nicholas Coleridge, Charles H Townsend,Pascal Cagniand Franck Zayan sat on the board of directors.[9]
After failing to make an impression on consumers as an e-commerce site Style.com ceased trading in June 2017, just nine months after conception as an online retailer. It was absorbed by Farfetch.com, in a partnership the companies said would create “a seamless luxury shopping journey from world authority fashion inspiration to purchase gratification”. Moving forward Condé Nast plans to monetize their content on other platforms such as Vogue.com, etc. through a partnership with Farfetch where products featured online and in their print publications will be purchasable through Farfetch, with Condé Nast taking a commission.[10]The failure of Style.com as an e-commerce platform was viewed by many in the industry as a costly mistake with Condé Nast having spent around US$100m on the venture.[11]
References
[edit]- ^Style.com: Press Center
- ^abPithers, Ellie."Shop Vogue Now With Style.Com".British Vogue.Retrieved2016-10-25.
- ^"It's full circle for style.com: back to its origins in fashion retail".Lucire.2015-05-01.Retrieved2024-08-31.
- ^Fashion Shows, Runway Reviews, and More on Style.com
- ^"Condé Nast Is Closing Style.com Magazine".Fashion Times.2014-12-15.Retrieved2016-10-25.
- ^abKilcooley-O'Halloran, Scarlett."Condé Nast Turns Style.com Into E-Commerce Site".British Vogue.Retrieved2016-10-25.
- ^Mlotek, Haley (2016-06-02)."R.I.P., Style.com".The Hairpin.Retrieved2021-07-18.
- ^"Meet the women at the helm of Style.com, Condé Nast's new shopping revolution".The Telegraph.Retrieved2016-10-25.
- ^Conti, Samantha (2015-09-10)."Anna Wintour, Pascal Cagni Join Style.com Board".WWD.Retrieved2016-10-25.
- ^"Analysis: Style.com – a costly gamble".Drapers.Retrieved2017-06-21.
- ^"Inside the costly fashion faux pas that was ill-fated Style.com".The Telegraph.Retrieved2017-06-21.
External links
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