ELLE IN COMMERCE: Talk about added value: Elle is giving H&M a gateway into e-commerce. Earlier this year, H&M postponed its plans to launch an e-commerce site in the U.S. until 2012, but that doesn’t mean the Swedish retailer is out of the game until then. Today at noon, select items will be available for purchase on Elle.com. The site will show four looks from H&M’s fall collection, with four or five pieces from each look that consumers can click to buy.
The collection was put together by a freelance stylist since the deal was spearheaded by the advertising side of the fashion title. “This will be a preview of what’s to come in spring 2012, when we launch our e-commerce site,” said Nicole Christie, an H&M spokeswoman. “We’re launching the e-boutique two days before we release the collection in stores, so when it sells out online, customers will be able to go to any H&M store in the U.S. on Sept. 1 to buy it.”