MySpace is growing its fashion community with full-time staff, a new look and daily updated articles and videos.
“Our goal is to give our users an insider view into fashion,” said MySpace editor for fashion Annie Meyers-Shyer, a former accessories editor at Harper’s Bazaar who joined the company in November.
This story first appeared in the February 18, 2009 issue of WWD. Subscribe Today.
With content that focuses on celebrities, music and fashion, MySpace is moving toward becoming more of a lifestyle portal than just a pure social network, said Meyers-Shyer. In this it resembles older online communities such as Black Planet and South Korea’s Cyworld, which predated social networking but subsequently added it.
The fashion page can be found at myspace.com/fashion. Every Monday, “Behind the Seams” interviews someone who works in the fashion industry, such as a stylist, store owner or public relations person. Friday’s “Fresh Face” focuses on emerging designers with interviews, videos and links to profile pages. A news section gathers relevant news from fashion blogs.
On Wednesdays, style blog WhoWhatWhere showcases outfits that are part of a trend, such as bows. It is powered by fashion search engine ShopStyle, and users can click through to the store to buy an item.
“The Fit” video most recently featured stylist and retailer Patricia Field.
MySpace members who friend the community get exclusive discounts. In early February, Revolve of Cerritos, Calif., offered a 20 percent discount to MySpace members. It was the first foray into social marketing for the six-year-old company, which has about 90 employees and opened a flagship store on Melrose in August.
“We have seen a lot of traffic coming from there,” said Stephanie Manista, Revolve marketing manager. “I am thinking we are going to see some kind of revenue from that. We’re cautious about where we spend our money, and these types of social media things are beneficial because they have little cost associated with them. It was a new initiative, so we’re testing to see if it’s something we should look into doing permanently,” she said.
The company also uses search-engine marketing and affiliate marketing.
Erik Hart, a designer who has been doing women’s wear for four seasons, will be featured later this month with a profile, article and a playlist of songs he listened to while designing his fall collection.
“It seemed like a cool way to get exposure in a different form than I normally would,” said Hart. “It’s a way for people to see my work in progress and past collections. It’s a different venue outside of press or an article. It’s more holistic.”
Designers and stores do not pay anything to be featured. Companies that want to advertise can do so through MySpace’s regular program, which allows clients to target a demographic or community or advertise across the entire site.