NEW YORK — American Express is flexing its digital muscle and upping its fashion cred.
The company is teaming with The Fancy, Harper’s Bazaar and Lucky Magazine to introduce new e-commerce platforms meant to seamlessly link shopping and social media. Timed to the launch of Mercedes-Benz Fashion Week, Amex will give its card members exclusive deals on merchandise curated by influencers and the editors of Harper’s and Lucky. The partnerships will continue through fashion week.
This story first appeared in the September 5, 2012 issue of WWD. Subscribe Today.
“We recognize that there’s a massive convergence in digital between fashion and shopping,” Deborah Curtis, AmEx vice president of entertainment, marketing and sponsorship, said. “It alters how people are interacting in retail. It’s become an entirely incredibly merged experience.”
Trading off that, AmEx has tapped a slew of influencers, including designer Prabal Gurung, Susie Lau of Style Bubble, Kelly Framel of The Glamourai, Garance Doré and Jenné Lomabardo, to give browsers of e-commerce site The Fancy their fashion picks. Those picks will be accessible to the public, but what AmEx will specifically bring to the table are deals for members that include a $20 discount on items over $100. AmEx’s partnership with The Fancy will go live at midnight on Sept. 7, while its collaboration with MyLuckyShops, a shopping site recently launched by Lucky Magazine, is already up and running. According to AmEx, it hopes to expand upon that relationship by offering more benefits and promotions to its cardholders in the near future. Like Lucky, Harper’s Bazaar is gearing up to introduce a digital shopping site in the coming months. The platform will serve a high-end fashion client that mirrors the glossy’s readership, and AmEx will also facilitate deals with its members who shop the site.
“Each site has its unique point of view,” Curtis said, explaining that the offering for all three platforms will span a wide range of price points and tastes. “For us, we really see the power of our network, and at our very core we connect buyers and sellers.”