Big changes ahead for Style.com: The site is transitioning into the international e-commerce space. The new Style.com will debut in the UK sometime this fall, followed by an entrée into the U.S. market in 2016. After that, Asia and select areas of Europe will have access to the site’s shopping platform. What does this mean for Style.com’s editorial staff? According to Business of Fashion, the site’s editorial content will be redirected to VogueRunway.com, so Style.com and its staff will essentially be part of Vogue‘s online domain.
Style.com confirmed the news with an item on their site yesterday afternoon.
Over the past few months there have been signs that Condé Nast was working towards rejoining Style.com with Vogue in some capacity. In November it was reported that Style.com’s editor-in-chief Dirk Standen would report directly to Anna Wintour, while publisher Matt Rice would do the same to Vogue publisher Susan Plagemann. In December, news broke that Style.com and Vogue.com would be sharing the 25th floor at One World Trade Center. A day later, it was announced that the print version of Style.com was being discontinued.
“We are investing into [Vogue online] 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,” Bob Sauerberg, Condé Nast’s president, told BoF.
Condé Nast will be investing over $100 million into this shopping venture, far more than what would theoretically be allotted for the launch of a new glossy, according to BoF. Expect between 100 to 200 labels spanning ready-to-wear, wearable tech, beauty, and luxe gifts. Products that reflect the content in other Condé titles including Glamour, GQ, Vanity Fair, and Condé Nast Traveler will also be among the merchandise selection. Stay tuned (and prepare your wallets) for this e-comm launch…