"Called Vette, the platform will allow creators to operate independent e-commerce websites, stocked with products of their choosing, which they can then promote across their other channels. Unlike affiliate marketing, where an influencer - or publication - gets a cut of sales if a reader clicks over to a brand's website and makes a purchase, Vette will handle the transaction itself. Brands will then fulfil the order. It is expected to open early next year."
"Condé Nast has made a major push into commerce content in recent years, viewing it as a new revenue source to help make up for declines in print advertising. Positive reception from readers - particularly to content with a more personal touch, like editor's picks - sparked the idea for the new platform, according to Lisa Aiken, the executive fashion director at Vogue and the publisher's senior vice president of commerce who is heading up Vette."
"The company's commerce revenue has tripled in the last five years, though it declined to give a dollar figure. "People shop from people," said Aiken. "As soon as you see how those voices cut through and influence shopping and how people are discovering fashion ... it felt like a very neat tie to what we do within Condé Nast.""
Condé Nast will launch Vette, a platform that hosts online storefronts for influencers and allows creators to stock and sell products directly through independent e-commerce sites. Vette will process transactions itself rather than operate as affiliate marketing, while brands will fulfil orders. The platform is expected to open early next year and is led by Lisa Aiken, Vogue's executive fashion director and Condé Nast's senior vice president of commerce. Condé Nast has expanded commerce content as print advertising declined and reports that commerce revenue has tripled in the last five years. Past e-commerce trials have faltered and Vette will enter a competitive market.
Read at The Business of Fashion
Unable to calculate read time
Collection
[
|
...
]