USA: InStyle to launch an online pop-up store to complement September issue

InStyle magazine is planning to launch an online pop-up store to complement its product-packed September issue. The InStyle Boutique is powered by StyleFeeder, an online product recommendation service. InStyle parent Time Inc. bought StyleFeeder early this year in a hunt for new ways to make money as its main source of revenue—print advertising—has shrunk.

During its five-week run, the virtual store will offer product and style tips from InStyle’s editors, but the main goal is to drive consumers to shop. The homepage is laid out like a department store (see art), with visitors invited to click on product category “windows.” Sponsors will get their own sections, providing the chic environment important to high-end fashion advertisers. Sponsors also will be integrated in pre-roll video ads, a daily blog and tweets. They will be able to track the site’s effectiveness by seeing how many visitors click through to purchase their products. InStyle will not get a share of revenue from the products sold, as MediaWeek reported.

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