CONDENET TO LAUNCH STYLE.COM, ONLINE FASHION SITE, IN SUMMER

Byline: Lisa Lockwood

NEW YORK — CondeNet, a creator and developer of upscale lifestyle brands online, plans to launch Style.com, an online fashion authority for women, featuring content and e-commerce.
CondeNet is owned by Advance Publications, Inc., which is the parent company of Fairchild Publications.
The site is expected to go live this summer, according to Joan Feeney, who has been named director of Style.com.
Feeney, who joined CondeNet when it was founded in 1994, conceived and launched all of CondeNet’s online brands, namely Epicurious, Swoon, Phys, Concierge and Vogue.com.
According to Feeney, Style.com will feature many of Conde Nast’s fashion brands (Vogue, Glamour, Mademoiselle, for example) and Fairchild Publication’s consumer titles (W and Jane) at one destination, and will offer both original content that will change daily and links to other sites, such as Vogue.com, which is an integral part of the destination.
“Each of the [different] sites will have its own look and feel, but you get to them through one gateway,” said Feeney. She said the links to the other sites “will feel transparent to the user.” She likened Style.com to the way Epicurious works, in that a browser can click on Epicurious and link to Gourmet and then wander back into Epicurious and find new content.
She also said that many of the items that will be written about will be available for sale. “We want to create the opportunity when you’re reading about something that speaks to you, you can buy it,” said Feeney.
Asked how she was able to get the Style.com name, Feeney replied, “We wrote a check.”
“We came up with a short list of names that would work with our existing brands, and Style seemed to create the best environment for men’s, women’s and home,” said Feeney.
CondeNet purchased the Style.com domain name from Express, a division of Limited Inc., Columbus, Ohio. Express will retain control over the URL style.com until the official launch of CondeNet’s Style.com in early summer.
In the interim, Express.style.com will feature a link to Vogue.com from the home page.
She said the site would run the gamut from covering celebrity news to runway reports from the couture to Vogue’s “must-have” accessories for summer.
While it wouldn’t feature breaking news, it would carry discoveries of the newest fashion stars.
Feeney said the site will launch with women’s fashion and will eventually add men’s wear.
Style.com hasn’t signed up launch sponsors yet, but plans to carry advertising in the form of banners, tiles or sidebars.
Prior to joining CondeNet, Feeney was executive editor and manager editor of Mademoiselle. Before that, she was deputy editor of the Living and Home sections of the New York Times.

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