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Brief Published: 26 Sep 2012

More Mag-Tailing: Harper’s Bazaar Launches ‘ShopBazaar’

Extra

Yet another magazine enters the e-commerce arena this month, as the US edition of women’s fashion title Harper’s Bazaar debuts a custom-built online store retailing the fashion and accessories featured in its pages. It follows in the footsteps of fellow glossies such as Grazia and Marie Claire, which this month respectively introduced a shoppable app and e-commerce video.

“We are officially a store,” said Harper’s Bazaar publisher Carol Smith. “In October, it will be available on the tablet. In February, you will be able to use the iPhone [to access it].”

More than 300 items will be for sale on the site, comprising around 32 items from the October 2012 issue, some clothing from past issues of Harper’s Bazaar, and other featured pieces that may not have made it into the magazine. The print edition will run a ShopBazaar icon next to every item available in the new marketplace.

Harper’s Bazaar is partnering with US department store Saks Fifth Avenue for the launch, meaning that around 80% of the merchandise will be sourced from this retailer. The remainder will come from other designers that have agreed to participate – currently about 70 labels. All items will be bought, held and shipped by the retail partners, but for the consumer, the whole process is completed on the ShopBazaar site.

With international media giant Hearst Corporation owning the shopping platform, expect to see it replicated on the publisher’s other titles – which include men’s magazine Esquire and upscale lifestyle monthly Town & Country – in the near future.

See the reports Magtailing and Edvertorial: Branded Content for more on this topic.

Harpers Bazaar

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