Lately, BOF exclusively revealed 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, 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. 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.
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 recognizable brands.
