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LONDON, United Kingdom — The Business of Fashion can exclusively reveal that Condé Nast will launch its long-anticipated e-commerce venture this autumn under the company's existing brand Style.com. The company described the move as involving unprecedented cooperation between Condé Nast’s American and international arms, underscoring the scale of the company’s ambition in targeting the $1.5 trillion global e-commerce market.
Style.com, which currently hosts fashion news and runway coverage, will be transformed into a global e-commerce destination, while its editorial content will be migrated to a new url, voguerunway.com, under the umbrella of American Vogue. The company did not disclose a specific date for the moves, saying only that they would happen sometime in the autumn.
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Launched in 2000, Style.com was originally conceived as the online home of Vogue, which did not launch its own web presence until 2010, despite being one of Condé Nast’s most powerful and recognisable brands. In recent years, the two sites have produced overlapping fashion news and runway coverage and the move to recast Style.com and fold its editorial content into Vogue will correct what some perceived to be a strategic error and end the duplication of cost associated with running the two websites, while leveraging the brand equity built up over the years in Style.com .
“Vogue.com in the US is going through a massive growth period,” Bob Sauerberg, president of Condé Nast, told BoF. “We are investing into it and expanding it to create that as our premium digital fashion destination. It’s about getting behind Vogue.com and taking much of the content at Style.com and bringing that content and the audience over to Vogue.”
According to statistics provided by Condé Nast, Vogue.com has seen a 160 percent rise in unique visitors from Q1 2014 to Q1 2015, as well as a 345 percent lift in traffic from social media during the same period. In March, the Vogue.com website received more than 6 million monthly unique visitors according to data cited from Omniture in Vogue’s media kit.
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