Fashion lovers have always scoured magazines about gossip and fashion to see and copy trendy ideas from the rich, beautiful and famous. But if the reader wanted to copy their favorite celeb’s look, it was up to them to source the items their idols were wearing. Needless to say, this was a labor intensive and unreliable undertaking at best.
The internet has make it easier for readers to shop for celebrities’ looks, and it has the added advantage of producing advertising and a little e-commererce in the process.
Readers click on or scroll over a celebrity photo on sites like JustJared, INFDaily or CelebStyle to see what kind of clothes Bragelina or Jessica Biel are wearing and where to buy them.
Identifying items celebrities wear has been a popular feature on fashion blogs and the Web sites of magazines like Lucky and Instyle, but they do it with only a handful of photos. And very few do it as a way to bolster e-commerce and advertising revenue.
“On sites that allow you to shop the look, it’s easy-it’s just one click and it’s done,” said Kathryn Finney, founder of Simply Good Media, which has four shopping blogs. “It obviously gives them an advantage.”
Companies like GumGum and Pixazza tag the paparazzi photos with links for buying the clothes. They hire people to look at photos and match the clothes they are wearing with the same or similar, more affordable items from retailers like Bloomingdale’s, Nordstrom and Zappos. The companies get a small fee from retailers when a shopper clicks or buys and article of clothing.
“Publishers and readers look at it as this really informational resource, said Ophir Tanz, chief executive of GumGum, which tagged the photo of Ms. Jolie with one of its “Shop this Look” badges. “
We look at it as an ad unit.”
Right on Ophir.
Creativefeed sees celebrity/fashion sites as an obvious place to start with this business, but it occurs to us that photos all over the Web could be turned into ads or e-commerce portals. We see sites that cover travel, sports and interior design as potential additions.
Twenty Percent of Web real estate is image space, and it’s not really monetized well at all and we see this as a frontier of tremendous opportunity.