Product bookmarking service ThisNext is thinking outside the Web site with ventures that include a Facebook application and a deal with Ford Models.
The product bookmarking site made its debut in August. Like similar sites Stylehive, Kaboodle, Wists and StyleFeeder, it allows visitors to bookmark favorite products online and see which ones others have bookmarked. Most also include personal profiles, blogs, comments, ratings, search and other features. In addition, ThisNext's home page displays what items are hot in various cities.
Last month, ThisNext signed a deal with Ford Models Inc. that will let the agency's stylists and models recommend products and allow the two companies to split any revenue they generate. "It's a way for the models to build their recognition as style leaders," said ThisNext chief executive officer and co-founder Gordon Gould. "There are surfer models, yoga, fashionista and outdoorsy models."
Meanwhile, ThisNext has added an application to Facebook called "I Want." Facebook users can add it to their pages and send out a plea about an item they're looking for — say, a white flat-screen TV or the perfect pair of patent sandals — and receive photos of suggestions from ThisNext users on their Facebook page.
"We see ourselves as less of a site and more of a service," said Gould. "There's no reason you need to come to ThisNext per se. Where you do your product recommendations or shopping to us doesn't really matter. We can serve advertisements or cost-per-click wherever you go."
ThisNext will take in "a few million" in revenue this year, some of it from visitors who click through to look at products on a retailer's site. Visitors don't have to buy for ThisNext to get paid. The site also gets a cut of purchases and carries advertising.
Social bookmarking is potentially a better way to reach customers than display ads, Gould contends. Banner ads typically have click-through rates of less than 1 or 2 percent, whereas about one-third of visitors to ThisNext click through to a retail site, he said. About 16 million people have visited ThisNext since August, with an average of a couple million visitors a month, according to Gould. Revenue per page on ThisNext averages $14, he said.The company has about 24 employees and recently closed a second round of funding for a total of $10 million in venture capital backing.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast