Online e-tailer eLuxury appears to be reincarnating as a social media site devoted to the world of luxury.
This story first appeared in the June 26, 2009 issue of WWD. Subscribe Today.
Today, the e-tailer shuts its doors, as previously reported. On Monday, the new concept makes its debut.
Parent company LVMH Moët Hennessy Louis Vuitton has been closely guarding details and declining interview requests, but prepared statements from the company imply the site most likely will present a highly visual feast of luxury and lifestyle photos, videos and other news and content curated by “visionaries from around the world,” and ranked and personalized by readers.
Subjects will include fashion, art, food and wine, design, culture, travel, beauty, music and entertainment, the company said.
“ELuxury will learn from its audience, getting smarter each day, and will use this intelligence to present increasingly targeted and relevant content,” said a statement. The site will be “artfully rendered and provocatively expressed.”
Starting Monday, the site will pose one question a day. Other content will be introduced gradually, building up to phase two of the project early next year, when the site will introduce original content from users, curators and contributors.
The new eLuxury was created in partnership with interactive agency Createthe group, which recently developed social networks for St. John and Juicy.
Although aspects of the site are not new — sharing and ranking are typical features of social media — the site appears to be an unusual one and certainly a first for a luxury conglomerate. More typically, social media sites devoted to fashion, such as Stylecaster and Iqons, are small start-ups. Ironically, eLuxury made its debut with online editorial devoted to the same subjects in 2000.