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Marie Claire editor to drive magazine's new eCommerce venture

Marie Claire magazine has joined the growing number of publishing businesses venturing into retail and eCommerce.

The women’s fashion and lifestyle publication has launched Marie Claire Edit online, which allows users to buy a curated selection of on-trend fashion items.

Editor of the magazine, Trish Halpin, will lead the content and curation, which since going live has been selling products from brands such as Farfetch, Net-a-Porter, Selfridges, Matchesfashion.com, Asos and Topshop. It’s a real combination of multichannel luxury and high street merchandise in one location.

Marie Claire’s Halpin said in an online article: “Marie Claire Edit is the natural next step in the shopping journey of our audience of influential women who want to think smart and look amazing.

“With informed advice and a unique curation from Marie Claire’s editors, it’s an exciting new way to experience fashion.”

The new website will also offer visitors “hot ticket items” which all the magazine’s editors are shopping, while 1% of sales made via the portal will be donated to the global children’s charity, Plan International UK.

Marie Claire ventured into retail in 2016, with the launch of beauty website Fabled, which is supported by the Ocado technology stack. Other media-related retail propositions of recent times, include Buzzfeed’s opening of a New York toy store.

Proving it’s not an easy switch of focus for publishers, Condé Nast’s Style.com eCommerce operation, which launched in the UK in 2016, was closed down less than a year later. It did, however, merge into what was described as a content/commerce partnership between Condé Naste and Farfetch, with the original URL now directing to the online marketplace.

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