Grazia has launched its own e-commerce platform, Graziashop.com after two years under construction. The site hosts over 20,000 products from 250 luxury brands including Victoria Beckham, Alexander Wang, Chloe, and Tory Burch.
Grazia magazine is distributed in 23 countries, meaning that if a product is featured in the magazine then it will usually sell out. Managing Director of Graziashop.com, Richard Hatfield explains it “Is a unique opportunity to create added value at a global level and to offer a complimentary proposition to Grazia [magazine].”
The site has many editorial aspects such as their “Daily Fix” and “Fashion Stories” which consist of small editorial articles with links their online product pages.
There is a strong social element with a Pinterest inspired platform where users create moodboards from items available on the site, and follow other users whose style they like.
This is a clever way for Grazia to keep their readers within the Grazia ecosystem, as well as allowing Grazia to gain useful data on what its readers are liking/following/purchasing, which can then be fed back to influence future content.
The site is still continuing to develop, with a number of highstreet brands also set to join the site. You will also notice there is no external advertising on the site. Grazia’s Head of New Media, Dragana Andjic, revealed however that there will be an opportunity for branded content features. “We’re contemplating brand stories, collaborations, and special projects, further down the line,” she said.
We have had great fun creating our own mood boards and “clipping” our favourite styles. Graziashop.com have created an interesting and unique way of linking editorial and e-commerce, whilst also adding a social and personalisation element, and we are really excited to see how the site evolves going forward and who else picks up on this innovative marketing channel. Have a look for yourself at www.graziashop.com