The Condé Nast title Glamour launched a digital storefront on Wednesday known as The Glamour 100, a shoppable grid that includes 100 curated merchandise from women-owned manufacturers, as a part of its efforts to construct commerce and promoting income.
The touchdown web page is a component of a bigger franchise, known as ByWomen, which additionally features a everlasting database of women-owned companies, a TikTok sequence, a associated podcast and a slate of forthcoming pop-up occasions.
Final 12 months, the 85-year-old title elevated its commerce income by 16%, and it noticed a 25% enhance in visitors to its buying content material, in response to Jen Mormile, the chief enterprise officer of the Condé Nast Life-style division.
Total, Condé Nast grew its commerce enterprise by nearly 20% final 12 months, its chief government Roger Lynch informed The New York Instances, although it underperformed barely in comparison with its projections.
The privately held firm wouldn’t share particular monetary figures.
“Our audiences come to us for way of life, not a lane,” Mormile stated. “They belief us throughout the gamut in terms of buying, and this elevates that in a method that aligns with a core tenet of ours, in that it permits individuals to buy with their values.”
No matter whether or not the Glamour 100 generates significant affiliate income, Condé Nast will be capable of acquire first-party information concerning the guests who store the location, which they will incorporate into personal market offers or use to sync with retailers’ buyer information, stated Andrew Becks, the chief working officer of digital media company 301 Digital.
“They’re attempting to point out the worth of their viewers,” Becks stated. “Publishers like monetizing by way of commerce as a result of it units them aside.”
Spotlighting feminine entrepreneurs and merchandise
In 2022, the writer tripled its common month-to-month visitors in March—Girls’s Historical past Month—in response to editor-in-chief Samantha Barry, and it goals to capitalize on a possible surge by providing its readers a visual discussion board to buy the merchandise its workers recommends.
Manufacturers speak about being round female-safe content material, and if you’re placing your {dollars} into social media, you aren’t doing that.
Samantha Barry, editor-in-chief, Glamour
Relatively than a success operation, the shoppable storefront will act as an extension of Glamour’s present associates program, producing income every time a consumer buys a product, although Mormile wouldn’t share the precise share.
The Glamour 100 will even characteristic editor opinions and model spotlights, and the companies will obtain digital and bodily seals to alert prospects of the popularity.
Whereas inclusion within the Glamour 100 is set by the workers, any women-owned enterprise can apply to be listed within the Powered By Girls database, stated Barry.
“We’ve been in quite a lot of rooms the place manufacturers speak about being round female-safe content material, and if you’re placing your {dollars} into social media, you aren’t doing that,” Barry stated. “I really feel strongly that, should you care about girls’s empowerment, you ought to be spending your cash on manufacturers like Glamour.”
Precious information and promoting stock
The promoting working adjoining to the Glamour 100 affords manufacturers a possibility to broadcast their help for women-owned companies, probably tapping into ESG and DEI budgets, stated Mara Greenwald, a associate and managing director of commerce and efficiency media at Mindshare.
However the storefront diverges from conventional retail media, which generally courts efficiency budgets, in that the listed companies are unlikely to wield the sorts of budgets Glamour wish to safe for the stock. Plus, particularly at its launch, the quantity of visitors funneled to the storefront will likely be minimal.
Consequently, the touchdown web page hopes to draw model advertisers aiming to succeed in female-centric audiences, together with these from non-endemic classes, Mormile stated. Manufacturers may also purchase the sponsorship as a part of a bundled bundle whose contact factors embrace social media, podcasts and digital buying occasions, along with on-site.
Readers who go to the storefront will present priceless indicators about their buy intent and classes of curiosity, Greenwald stated. Condé Nast can use this information in direct promoting buys, or promote it to different corporations seeking to attain related audiences.
“To start with, advertisers are most likely going to get extra out of the brand-value aspect,” Greenwald stated. “If it turns into extra profitable, then you definitely get to unlock the commerce information.”
