Publisher Condé Nast is melding the magazine’s editorial content and e-commerce with the launch of the digital new sub-brand, VogueWorld.
VogueWorld is an expansion of Vogue’s existing street style package, which began back in February 2018 and profiles influencers across the globe. The new platform will rely on an affiliate link model through Skimlinks, Amazon and direct retailers to increase streams of revenue for the title.
Vogue’s creative digital director Sally Singer found that their coverage of street style content was among the most-engaged with content, so wanted to amplify it to make it shoppable. Content will now be focused on global style and users have the ability to save looks and products as well as shop the products they like. On launch day (February 4), VogueWorld debuted stories and shoppable content featuring 100 influencers.
Vogue digital director Anna-Lisa Yabsley said that past VogueWorld features accounted for over 30% of Vogue.com website’s traffic in 2018 and those articles also had up to three times the completion rate of other stories on the site.
Vogue.com’s net commission revenue via affiliate links was 150% higher than the year prior at the end of the fourth quarter. Vogue said company-wide, it expects to grow e-commerce revenue by 300% in 2019.
“VogueWorld is hyper-focused for audiences that are fashion-obsessed,” said Pamela Drucker Mann, Condé Nast chief revenue and marketing officer; “It’s the nucleus of what Vogue is about. Even though it’s highly curated, it’s fashion distilled, slightly raw and meant for a savvy consumer that our partners are looking to reach.”