VIVIANLIVES AND GIRLSHOP SHARE TRAFFIC PATTERNS
Byline: Peter Braunstein
NEW YORK — Hyperkinetic style avatar Vivian Livingston of Vivianlives.com has added yet another trophy to her collection of synergies, tie-ins and cross-promotional deals: She has just inked a strategic alliance with indie fashion e-tailer Girlshop.com.
According to terms of the transaction, Vivianlives on Tuesday began running its first banner ad at Girlshop, which will appear after shoppers have transacted a purchase at the e-tailer, enjoining those users to visit the Vivianlives.com site. In exchange, items from Girlshop.com will begin appearing in Vivian’s virtual NoLIta apartment, which prospective shoppers can purchase by clicking through to the Girlshop site. In addition, the Web sites are planning promotional events to highlight the new relationship, including online giveaways and contests.
“We’re both fans of each other’s sites, and the identity and aesthetic of both Girlshop and Vivianlives are very strong,” said Sherrie Krantz, founder and chief executive officer of Forever After Inc., the corporate parent of Vivianlives.com. Both parties decided early on that Vivian herself would not appear on the Girlshop site, largely because Vivian, like Katherine Hepburn, chews a lot of scenery, which would eclipse Girlshop’s own animated emcee, known simply as “the Girlshop girl.”
“We get a lot more traffic than Vivian, but we’ve found that visitors to the Vivian site also want to shop,” maintained Laura Eisman, ceo of Girlshop.com. “This way, Vivian is spreading the wealth to her friends and users. Really, I’m just trying to figure Vivian out.”
The deal between Girlshop and Vivanlives also involves a revenue-sharing scheme, the terms of which were not disclosed by either party.
Still, amidst the jubilation of the deal with Girlshop, there are signs that Vivian’s frenetic scramble for merchant and celebrity alliances may be taking a toll on her love life. “Vivian’s had an on-again, off-again relationship with Jack,” said Krantz, who admits that Vivian’s virtual hunk has been left to coast while Vivian secured deals with places like StyleShop.com and Marie Claire. “Vivian thinks that Jack will stick around, but come Valentine’s Day there’s going to be a real surprise.”