Fashion Magazines Hope to Profit from “Content to Commerce” Ventures

Love Harper's Bazaar's fall fashion spread? You can buy those trendy shoes at the magazine's soon-to-be-launched ShopBazaar online marketplace. According to Ad Age, the new site is a "true content-to-commerce venture," that aims to make the magazine's pages "shoppable from every entry point." The print version of the magazine will run ShopBazaar icons next to items available online. A ShopBazaar app is also reportedly in the works. Harper's Bazaar...read more >>

Weekly Content Critique: Calling (Kate) Spade a Spade

A few clothing brands, including kate spade new york and Mr Porter, are repeatedly cited as paragons of the content and commerce model. I took a look at kate spade's site and was sorely disappointed by the so-called integration of editorial content into the retail site. The site's home page offers two destinations, shop or blog. Is this immediate fork in the road indicative of the brand's overall success at integrating content and commerce? Wanting...read more >>

Weekly Content Critique: Mr Porter’s Take on a Denim Jacket

Selling clothing online is no easy task. It's hard to compete with the physical experience of a fitting room, but e-tailers are finding ways to make it work, like the new trend of blending editorial content with commerce to create retail sites that rival fashion magazines. Mr Porter, which sells attire and accoutrements for discerning gentlemen, does this very well. As Lauren Indvik on Mashable put it, Mr Porter's home page "feels more like opening...read more >>