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.”
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
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion