Pacific Magazine's Marie Claire has launched its own e-commerce platform, where consumers can shop for clothing and accessory collections put together by the title's editors and fashion contributors.
Pacific just soft-launched “Styled by Marie Claire” and group publisher of fashion and health titles for Pacific Magazines, Jackie Frank, told AdNews this is a further step by the brand to bring its pages to life.
“It's another brand extension, it's a further footprint, because our whole idea at Pacific magazine is about putting the customer first. We are audience-centric rather than print-centric and whatever it is our audience wants, that's where we need to play,” she said.
“It's all about closing that loop from inspiration to customisation and finally purchase,” Frank added.
The site features the likes of Frank herself, Jana Pokorny, fashion director for Marie Claire and Nicky Zimmermann, owner and founder of Zimmermann clothing, putting together collections that can be bought from sites such as David Jones, Net-A-Porter and Shopbop, just to name a few.
“I really do think it closes the loop in terms of our fashion offering, we've done We Chat for the Chinese consumer and now we have Styled By, it really is about bringing the brand to life and it's about bringing our assets, our knowledge and our authority and dialling it up.”
Frank would not be drawn on the budget spent on the project or the revenue it could generate however she noted that this is global first for the brand and other markets are already intrigued by the idea.
She also added that similar offerings could be applied other PacMag titles, noting that: “multiple platforms across multiple titles” could be on the way.
The move follows the brand's foray into sampling, with Marie Claire launching its offering The Parcel, last year.
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