Fashion Mags Bet on E-Commerce
Fashion magazines are jumping into e-commerce feet first with a series of investments and partnerships with e-commerce sites. In the latest such investment, Hearst Corp.’s Harper’s Bazaar has signed a deal with Yoox making the latter the primary retail partner for ShopBazaar.com, the title’s online e-commerce platform.
The partnership with Yoox will link ShopBazaar.com, which allows
readers to shop for products featured in the magazine and its Web site, with two Yoox e-commerce sites, thecorner.com and shoescribe.com, focused on high fashion and shoe shopping, respectively.
E-commerce offerings from the Yoox sites are integrated into ShopBazaar.com alongside editorial content from Harper’s Bazaar.
The Yoox partnership comes as ShopBazaar’s first retail partnership, with Saks Fifth Avenue, comes to an end.
Previously, Hearst’s Elle announced a partnership with Net-a-Porter, an online e-commerce platform selling makeup, hair, fragrance, nail polish and skincare products. The deal gives Elle Web site visitors access to over 1,200 luxury products from Net-a-Porter, and allows users to browse and search for products by a variety of characteristics, including category, color, price and designer.
Of course, Hearst isn’t the only fashion publisher making moves in e-commerce.
Last week, Conde Nast led a $20 million round of funding in Vestiaire Collective, an online emporium that enables fashionistas to buy and sell pre-owned luxury items. Back in March, Condé led a $20 million round of funding for Farfetch, an e-commerce platform that connects online shoppers with 250 tony boutiques around the world, offering approximately 82,000 curated products.