Content and commerce, separated at some publications like church and state, are close allies at allure.com.
Understanding how content combines with commerce has been a journey for Jill Friedson, associate publisher, marketing and business development at Allure, and Marie Jones, director of communications and general manager of digital media. One of the first things they realized is that content isn’t siloed in the digital space the way it’s kept separated in print. “It doesn’t have the same kind of boundaries,” said Jones. “Visitors to the Web site are looking for product information and how-to inspiration and they’re looking for it in the context of their real life in real time.”
“She [the beauty shopper] expects ease and convenient, frictionless shopping,” Friedson said. “She expects commerce at the end of it if she wants it.”
Wanting a deeper understanding of what compels consumers to buy, Allure undertook a research project with 2,200 female digital beauty customers nationwide. Allure’s research found that the nationwide consumer isn’t going to one store, she is visiting up to 7.5 beauty sources, buying 31 percent of products on a smartphone, 26 percent on a tablet and 19 percent in-store. Meanwhile, the allure.com user is checking out 10 sources, with 54 percent on a smartphone, 64 percent using tablets and 30 percent going to stores. “She’s somebody who spends 16 minutes on our site really researching product information and validating what it is she finds,” Jones said.
Allure.com approaches brand-integrated content, when advertisers want to speak to consumers in the most legitimate way, Friedson said. “The beauty consumer is very discerning,” she said. “It has to be true and keep the integrity of the editorial content. And it has to create the desire to buy.”
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews