SYDNEY: Pacific Magazines has made its first foray into e-tailing with the launch of an online fashion retail store by glossy fashion title InStyle.
The website, branded ShopIt! has been built in partnership with Coronet Ventures and will feature a selection of apparel and accessories from more than 30 designers with all retail items directly curated by the InStyle team.
The site, which launches 15 March will include search options via brand, price, categories, what’s new, designer profiles, editor’s pick and sale items.
The print magazine and online store will carry reciprocal pointers, and the online content will have major monthly updates to coincide with each magazine issue and interim updates to occur fortnightly. Ad packages will include banner and display advertising, as well as integrated print and online deals.
“Our move into e-commerce represents a significant step for InStyle, as for the first time we extend the brand experience from magazine to purchase via an online retail environment," said InStyle publisher Fiona Legdin. She added online ad sales on ShopIt! would fall under the remit of the InStyle sales team led by Lainie Bracher, which currently sell across both print and online for the InStyle website.
The launch will be supported offline with a television campaign running on pay-TV channel Lifestyle You, along with point of sale advertising, social media, direct communication to online and print subscribers as well as cross-promotion within the magazine and website.
InStyle posted a negligible circulation increase of 0.03% in the latest Audit Bureau results, while Roy Morgan reported readership for the magazine up just over 10%
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