Fashion magazine Marie Claire is using its editorial clout to drive ecommerce sales. The magazine has recently launched Marie Claire Edit, an aggregator site where readers can shop from retail partners like Selfridges, Gucci, Prada, Net-a-Porter, and Topshop, as well as follow the trends of the title’s fashion editors. The site was designed to boost the magazine publishers ecommerce revenue. Edit’s tagline reads, “Shop the brands you love, fashion editor approved. Shoppers can browse sections like, “The major knits to wear right now”, “The checked blazer upgrades you’ll need this season”, and “The shoes we can’t wait to buy”. Each section is presented in an editorial fashion with large photos, copy, and links to products for purchase. Six of Marie Claires fashion editors will write daily features exclusive to the site from which users can click and purchase products. Marie Claire generates revenue via affiliate partisanships, though the actual split is not known.
Emily Ferguson, Marie Claire’s head of fashion affiliates, told Digiday, “It’s a 360-degree approach. We’re working with affiliate, advertising and editorial so we can keep the brand identity in-keeping with our strength of engaging audiences. We’ve developed new touchpoints for purchase and ad formats to sell into.”
Marie Claire editors will also select a number of items to endorse with a Marie Claire Edit badge, licensing the Marie Claire brand on the retailer’s store or site.
The publisher will use targeted ads on the Edit site and the main Marie Claire site once more audience data had been collected.