link.png Style.com’s change of direction: meet the new recruits← Back

 
It was announced in April earlier this year that fashion website Style.com was to undergo a massive overhaul and become an e-commerce platform.
In an article published today, WWD outlined the new strategy as well as profiling the experts that have been recruited to implement this change of direction. Owned by Condé Nast, the new Style.com will help provide consumers with a seamless experience between editorial content and e-commerce. Bridging the gap between editorial and commercial content, readers of Condé Nast’s magazines will be able to buy products from Style.com, with content being a crucial part of the consumer journey. The aim of the site is to intertwine the reading and shopping experiences into one: talking to WWD, Franck Zayan, Condé Nast’s president of e-commerce, explained that Style.com is to become a “connector” between magazines and products. 
 
Following a recruitment wave, Zayan will head the new Style.com’s team, consisting of experts who have careers in fashion and luxury as well as a strong digital background.
Olivier Breton has been recruited as Chief Marketing Officer, having previously worked for French department store chain Galeries Lafayette.
Melissa Dick has been hired as the new editorial director. She comes from a online fashion background, having been editor of ElleUK.com and global editorial director of Asos.com.
Mo White is also amongst the new recruits: she has been taken on board as chief product officer. She was formerly Creative Director of The Outnet and was responsible for launching the ecommerce site’s own label Iris & Ink.  
Meanwhile Natalie Varma, who was head of e-commerce of Anya Hindmarch, will be head of product of the new Style.com.
 
The new content-driven Style.com will launch in a few months time. We’ll have to see whether the site’s loyal readers will continue to identify with Style.com following the makeover.