WHAT’S CLICKING

VIV LIVES: Vivian Livingstone, a virtual fashionista who resides at the e-tail site Vivianlives.com, has what every young New Yorker needs: a personal trainer. The site has partnered with fitness guru David Kirsch, who has worked with such celebrities as Julia Roberts, Naomi Campbell, Heidi Klum and Iman, to add a fitness component to the Vivianlives site. Starting Oct. 17, browsers will be able to check out Viv as she works out at the trendy Madison Square Club, Kirsch’s gym at 210 Fifth Avenue.
Known for his holistic approach to fitness, which combines spa treatments with exercise and healthy eating, Kirsch will offer Viv a variety of advice. He’ll offer wellness content on a monthly basis, but he is also a friend of Vivian’s who will periodically appear on the site in more casual settings. To celebrate the partnership, DKNY Active, Viv’s official activewear outfitter, is cosponsoring a party Oct. 17 at the Madison Square Club.

TYING UP LOOSE ENDS: ThreadeXchange.com, a nascent apparel sourcing site set to go live by Oct. 31, has just fashioned a strategic partnership with B2B software provider Essentus, calling for Essentus to integrate its supply chain management systems into ThreadeXchange.
“Our partnership with Essentus means that apparel buyers and sellers [will be able to] seamlessly source goods, view inventory and track merchandise in real time,” said Marty Patti, chief executive of ThreadeXchange, in a statement. ThreadeXchange, which aims to link sellers to buyers in the $375 billion global apparel business, said it has logged $61 million in advance bids from various “high-profile companies within the industry,” in advance of its launch.
In another development, ThreadeXchange has named to its advisory board Charles Millard, former president of the New York City Economic Development Corp., and Gilbert C. Osnos, chairman of Osnos Associates. Millard has spearheaded a number of programs to aid the growth of Silicon Alley firms like About.com and 24/7 Media, while Osnos, whose firm specializes in crisis management, has advised an array of apparel companies and retailers.

CANDID CAMERAS: Starting with the December issue, Seventeen will begin using Digimarc. The new technology makes it easy for readers to go to a Web site. It works likes this: A tiny design is printed on a page; when the reader holds the page up to a computer with a Web camera, the computer links automatically to the Web site whose address is encoded in the design. Advertisers can use Digimarc to get readers to go to their Web sites easily and quickly. Some of the advertisers using Digimarc in the December issue are The Buckle, Clean & Clear and Dr. Martens. And to get more readers using the technology, Seventeen will give away 500 Intel Pocket PC Web Cameras to readers between the ages of 13-24 who register for the contest.

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