Pret-a-Reporter

Style.com Is Becoming an E-Commerce Site

Style.com's homepage

Major changes afoot for the digital platform.

Nowadays it seems e-commerce is the name of the game for any major fashion publication (see Shop Bazaar, Lucky Shops and soon, Glamour's own e-comm program), and Conde Nast is taking note with the announcement that Style.com will transition into an online shopping platform this fall.

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Business of Fashion reports that Style.com's coverage of fashion news and galleries of runway coverage will be folded into Vogue's new site VogueRunway.com. Given the restructuring in November when it was announced that Style.com's leaders would report to Anna Wintour, this type of move almost seemed inevitable.

"In some ways [Style.com] duplicated and overlapped the vision of Vogue.com in the U.S. and it was decided that this was really a great brand name for what we want to do with e-commerce,” Jonathan Newhouse, chairman and chief executive of Conde Nast International, told BoF. "Even if Style.com hadn’t already existed it would be a great name."

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The new e-comm business — which is expected to initially feature 100 to 200 brands, a mix of luxury fashion, tech, beauty and gifts — will launch in the U.K. this fall, and then in the U.S. in early 2016 with other major markets to follow.

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