In news set to shake up the US$1.5 trillion global e-commerce market, Condé Nast yesterday announced plans to turn Style.com into a shopping site. Currently one of the web's most trusted fashion resources for runway and fashion news coverage, when it was launched in 2000, Style.com was originally intended to be the online home of US Vogue. While Vogue's digital portal and Style.com have shared overlapping editorial content in recent years, the move is set to capitalise on Style.com's loyal audience while also bolstering Vogue.com's traffic figures.
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There's no exact date for the move, with Style.com simply announcing it will take place in autumn (our spring), but we know this: the existing editorial content hosted on Style.com will migrate to a new address - Voguerunway.com which will sit under the US Vogue umbrella.
"In some ways [Style.com] duplicated and overlapped the vision of Vogue.com in the US and it was decided that this was really a great brand name for what we want to do with e-commerce," said Jonathan Newhouse, chairman and chief executive of Condé Nast International, to Business of Fashion.
While many industry insiders predicted Condé Nast's move into the e-tailer sphere, we're highly interested in finding out what leverage Anna Wintour's Vogue will have in attracting high-end designers and luxury labels to the e-commerce project. Here's hoping it's of the same calibre as soon-to-be competitors Net-a-Porter, Moda Operandi, FarFetch, Matches Fashion et al...