Bluefly Closet Confessions
Today in new stylish launches on the Web: Hachette Filipacchi teamed up with MSN and BermanBraun Interactive to create the luxury lifestyle web magazine, "Glo", while Bluefly just launched its own "Closet Confessions" social site.
In the mad scramble to sustain the lifestyle industry by shifting focus to the Internet, new concepts are rapidly turning over on the Web: Hachette's Glo bills itself as a lifestyle web magazine focused on style, beauty, relationship advice and home decor. The head of digital at BermanBraun, Geraldine Coppola, told WWD that there are "no premium lifestyle destinations on the Web," and that this will satisfy that void. We're not entirely sure what "premium" might mean, but we'd beg to differ. Although Glo aims to fill that perceived hole in the market, the product range featured in its editorial will consist of largely affordable goods. The format will mimic a monthly magazine in insta-form, with a new cover appearing daily and clickable headlines, plus a buy-option clickthrough on all items.
On the other hand, Bluefly's new social web feature, "Closet Confessions", will alow users post text and images of what's in their closet and also get a glimpse of the same from others, including minor celebs like Christian Siriano and Kelly Cutrone. Content plans to be video-heavy, with cameos from Cutrone's daughter Ava and Bluefly employee Nicky Hilton.