Marie Claire Edit is an attempt by the renowned French magazine to reinvent the way fashion readers shop, by offering an e-commerce curated by the magazine. The magazine believes it is time to go digital and exploit a new line of business to increase its profits. It plans to do so, by rebuilding its "Marie Claire Edit" tool - already partially in use - into a full-fledged e-commerce for the United States, before the end of summer 2022.
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"Marie Claire Edit," will allow readers to purchase the styles featured in the magazine and recommended by its editors by connecting them directly to an e-commerce integration from Marie Clarie's own website.
Its exclusive launch partner will be Nordstrom, but after two months it will expand with other retailers. The final goal of the French magazine is to create a virtual boutique of sorts on their website, with a curated collection from all major players in the fashion industry.
The first country where the magazine tested its Marie Claire Edit tool was in the UK around the end of 2018. According to its parent company, Future, the tool has been doubling its revenue year over year. And the UK version of Marie Claire Edit is not even a full-fledged e-commerce but is more a “work in progress” with limited e-commerce capabilities. This is precisely what the magazine aims to improve with the U.S. launch.
The French magazine is not the only renowned magazine that has decided to jump into the e-commerce pond recently: Hearst, currently the owner of Harper's Bazaar and Elle, is preparing the launch of its luxury e-commerce named The Tower with the participation of brands such as Ken Downing and Dolce Gabbana.
The Tower will be a marketplace composed of 4 stores and with the same cart to unite Elle, Bazaar, Town & Country, and Esquire. The first store will open in spring and the remaining three will be launched before the end of 2023. Hearst ventured first into e-commerce in 2012 with the launch of ShopBazaar.
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