Fashion magazines have become comfortable with new ways of connecting the dots between editorial inspiration and e-commerce checkout — but trying on the clothes is, understandably, perhaps a bit more lofty.
To that end, StyleWatch for its September issue has partnered with Israeli startup Zeekit to help readers “try-on” the clothes in its pages. Zeekit is a mobile app that uses a full-body picture of the user and automatically proportions clothing within the app to fit their body, allowing for a “virtual” try-on on their phone.
Within the app (which is available for iPhone and Android), StyleWatch readers can browse and virtually try on 180 pieces from the magazine’s 18-page Fall Trend Report, which encompasses eight trends chosen by StyleWatch editors. Zeekit users can also see and try-on items from StyleWatch’s companion website, The Outfit.
And, speaking of e-commerce checkouts: The Zeekit app lets users save items or click to buy them. It redirects users to the retailer’s mobile web site, or if a product is available on Amazon, a user can check out using their Amazon account directly on Zeekit.
Items recommended from StyleWatch editors and available for try-on include a $298 Rebecca Minkoff dress, a $65 Adidas hoodie or a $109 pair of Sarto Franco Sarto shoes. Although, shoes, accessories and makeup don’t work for the full virtual try-on portion of the app, they can be saved to the user’s virtual fitting room or purchased through a link in the app.
Editorially recommended items that are available on Zeekit are indicated with the Zeekit logo on the web site and the magazine; at theoufit.com, for example, some clothing images allow for virtual try-on, linked to the app user’s account.
According to a StyleWatch spokeswoman, this partnership is only for the September issue, and it is not related to advertising and does not include revenue-sharing. However, blogs and magazines can monetize content that has been linked with Zeekit. Retailers can integrate inventory to Zeekit’s virtual fitting room with a line of code, and they pay for a portion of all sales.
People, which is also owned by StyleWatch parent company Time Inc., has used revenue-sharing with partnerships such as one with video e-commerce platform Joyus. Joseph LaFalce, executive director of business development digital entertainment for People and Entertainment Weekly, recently told WWD that partnerships like these allow the publishing company to “understand how content and commerce work together.”
StyleWatch and The Outfit editor Lisa Arbetter said allowing readers to see something in the magazine or website and try it on was “the holy grail of online shopping.” Arbetter took over at StyleWatch in March 2015, and this July, was appointed interim editor at InStyle after Ariel Foxman’s resignation.