Marie Claire has launched a new fashion shopping platform on its website, which aggregates an editorially led edit of products from high street and designer brands.
Marie Claire Edit is fronted by the women’s publishing brand’s editorial team, who create shoppable trend stories featuring products from brands such as Farfetch, NET-A-PORTER, Selfridges, Matchesfashion.com, ASOS and Topshop, among others.
The brand’s editor Trish Halpin said the platform was “the natural next step in the shopping journey of our audience of influential women who want to think smart and look amazing. With informed advice and a unique curation from Marie Claire’s editors, it’s an exciting new way to experience fashion.”
In addition the site will be donating 1% of sales made to the leading global children’s charity Plan International UK, which promotes children’s rights and equality for girls everywhere.
This is not the first time the Hearst brand has been extended into retail. The brand is also behind online beauty store Fabled, which also has a bricks and mortar store on Tottenham Court Road.
Grazia magazine had attempted to move into e-commerce with the launch of Graziashop.com in 2014, which sold 250 brands including luxury labels. That used a drop-shipping model with the product being despatched directly from brands, however the venture was closed by Mondadori UK in 2016.
Conde Nast also attempted to extend the Vogue brand into e-commerce with Style.com, which ran on a marketplace model. The site was launched in September 2016 but less than a year later it was closed and the entity was sold to Farfetch.
By adopting the aggregator model, Marie Claire should avoid some of the pitfalls experienced by the other publishing brands who have attempted to move into the space.