This may be the worst moment ever for electronic commerce sites, but that isn’t stopping Conde Nast from launching its new Style.com online shop.
The Style.com e-commerce component shop made its debut yesterday, making it the first site to tie editorial content, from Vogue and W magazines, to an opportunity for consumers to buy items – in this case from retail partner Neiman Marcus.
“We do feel that what we’re offering is new to the consumer,” said Goli Sheikoleslami, managing director of Style.com. “The idea behind Style.com is to use our magazines for inspiration for what to buy each season. Our merchandisers stock the store from the magazine’s perspective.”
“Fashion magazines are the perfect vehicles to recommend clothes, and to integrate shopping makes sense,” said Jupiter/Media Metrix retail analyst Heather Dougherty, “But the e-commerce environment is not the hottest.”
The offerings on the site come from 22 designers, including Tuleh, Miguel Adrover, Marc Jacobs and Calvin Klein. Prices range from a $35 Gerard Yosca grosgrain bracelet to a pricey $3,500 Oscar de la Renta organza gown.
“We believe we offer customers a range of price points,” said Sheikoleslami. “The average price point is under $500, but we’re providing a range of price points.” She added, “The connection with the magazines dictate items. We did the top tier first and will do the mid tier for fall, but the high-end piece offers a range.”
However, Jupiter’s Dougherty said, selling could be a challenge at these prices. Especially if they want to attract customers. “The audience will be professional women accessing Style.com during their lunch hour at work,” Dougherty said. “They don’t have a Neiman Marcus or a high-end store where they can shop for these things nearby.”
Dougherty remains bullish: “The site is by Vogue and W, and the store is by Neiman Marcus, and they’re selling branded product that’s well-known to the consumer.”