GLOBAL VILLAGE: With Elle Australia to be launched in October, the international fashion magazine has upped the ante, creating a new digital platform that groups all 43 editions of Elle under one umbrella, including a Web site and Twitter account as well as a Facebook and mobile page.
“The idea is to present Elle as a global community and to connect all local editions within one network,” explained Valéria Bessolo Llopiz, international director of Elle.
This story first appeared in the February 25, 2013 issue of WWD. Subscribe Today.
“What we think is fun or interesting to a global audience will be re-tweeted on the new platform and translated into English if necessary,” Llopiz said, suggesting that promoting events and initiatives of Elle’s local editions will also become much easier. “You will see at one glance what is [happening] on planet Elle.”
The Elle brand, which is owned by Lagardère Active and in the U.S. is licensed to Hearst Corp., currently boasts 2.6 million fans on Facebook and 3.5 million followers on Twitter. Llopiz hopes for an additional boost of local traffic under the new umbrella.