2010 has definitely become the year of e-commerce. Just weeks after Google’s Boutiques.com release, InStyle has now launched StyleFind.com—a stand-alone shopping platform that features “150 retailers—including Saks Fifth Avenue, Neiman Marcus, Nordstrom, Net-a-Porter, Gap, J.Crew, Mulberry, Topshop, and Mango—and more than 2,000 brands,” reveals managing editor Ariel Foxman. Apart from Boutiques.com, the site will be competing with other well-established shopping search engines like Polyvore and ShopStyle.
But StyleFind has a few bells and whistles that just might set them apart. For one, they have a members-only deals section that “highlights red hot sales across the web, including a weekly StyleFind exclusive,” according to the magazine’s website. This feature also places them in the flash-sale category, a concept HauteLook and Gilt have already mastered. The main difference between these competing sites is that they offer search functionality or exclusive deals—not both. I’m curious to see if InStyle’s attempt to consolidate the online shopping experience really catches on.
Numerous magazines have been embracing the increasingly popular editorial meets e-commerce model in recent seasons. Lucky has its own shopping system as does Another Magazine; not to mention online news outlet Refinery 29. Meanwhile, Vogue has partnered with Gilt Groupe while Elle has teamed with Rue La La to offer special shopping initiatives, says the Business of Fashion. But, few fashion rags have committed so vehemently to upping the shopping ante as In Style.
A property of Time Inc., In Style originally launched its shopping feature back in 2007. Since then it has “moved more than $10 million in product,” says its director of digital operations, Simeen Mohsen. Then, “in January, the publisher acquired StyleFeeder, a personal shopping engine that uses pattern recognition technology to make product recommendations,” adds BoF. And, now comes news that the magazine will now feature exclusive items from one of Los Angeles’ most celebrated luxury consignment retailers—Decadestwo.
The new shopping facet launches today. “Every Tuesday, the site will feature a selection of the boutique’s clothing and accessories curated from the closets of consignors such as Sarah Jessica Parker, Courtney Love, Rachel Zoe, Selma Blair, and Julianne Moore,” says Daily Front Row. Shoppers can then snag the wares in question by using a “dedicated reservation email” that will only be listed on InStyle.com. But the partnership won’t be relegated solely to shopping, there’s an editorial element as well. Christos Garkinos—co-owner of Decadestwo—will contribute to the magazine’s blog, “What’s Right Now,” offering handpicks and answers to reader’s style queries.