UK women’s magazine Marie Claire has partnered with luxury retailers such as Selfridges, Farfetch, Asos, Matchesfashion and Net-a-Porter to bridge the gap between editorial fashion and online shopping. The Marie Claire Edit is an online store featuring items curated by its editors.
On the site, visitors can find out more about the editors who have chosen the clothing selections, with a dedicated page for each editor featuring a quick interview on their style, biggest fashion fails, best thing they’ve ever bought and celebrity wardrobes they want to own.
Items are being promoted through content titled “these are the boots you’re going to be wearing this winter” and “the cashmere pieces guaranteed to beat the January blues”.
If a visitor clicks on any featured items they are redirected to the partner retailer’s website, where they can complete purchase.
Marie Claire launched a content-driven beauty brand called Fabled in 2016 which now has a physical store in London’s Tottenham Court Road.
Marie Claire managing director Justine Southall said: “Marie Claire has tried to anticipate the way that women want to engage with us and to shop, and with Fabled by Marie Claire and now with the launch of Marie Claire Edit, we have taken that into new territory. Now the power and influence of Marie Claire’s trusted fashion editors extends even further to offer brands and retailers a new way to engage with consumers through quality native content.”
The Marie Claire Edit site was built and design by TI Media. 1% of sales are being donated to children’s charity Plan International UK.
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