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Brief Published: 3 Jan 2012

InStyle’s Foray into Retail


Hot on the heels of US men’s style publication GQ’s NY pop-up shop in December 2011, comes yet another example of a consumer magazine spreading it’s wings into a retail arena. This time, it’s US women’s magazine InStyle, which is taking to New York’s streets to combine editorial content with a bespoke digital shopping experience.

Starting on March 1 2012, InStyle will take over a storefront in central Manhattan to showcase six spring looks inspired by the magazine’s March issue. Store windows will be enabled with touch-screen technology, allowing shoppers to create collages of desired looks, similar to those that can be collated on e-commerce fashion sites such as ASOS and Polyvore. These will then be sent as a digital postcard to shoppers’ smartphones, with in-built geo-targets directing them to the brand’s closest retail outlet.

The collages can be shared through social-networking sites and other online portals, enabling participating brands to reach a wider global audience.

Consumers will also be able to create collages online at InStyle.com.

Look out for our upcoming report on Multi-Channel Retailing later this month for more examples of how bricks and mortar and digital retail are marrying up to create an exciting new landscape of hybridised shopping experiences.