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Elle.com will feature Fall A to Zee, a guide to fall must-haves chosen by the magazine’s creative director, Joe Zee.
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CURATING YOUR CLOSET: For fashionistas thumbing their nose at a looming recession, Elle today will provide 26 ways to spend any spare cash burning a hole in their pockets. Elle.com will introduce Fall A to Zee, a guide to fall must-haves chosen by the magazine’s creative director Joe Zee. The site will live on through Nov. 10 and feature 26 trends (long-hair fur, knee-length dresses, cool Britannia) and related products. Visitors to the site will be able to click through to buy certain items featured, as well as take advantage of exclusive offers on selected products in a special “Zee” section. There, one product will be chosen each week of the11-week program from sponsors including Cole Haan, Banana Republic, Kate Spade, Yves Saint Laurent, Gucci, Oscar de la Renta, Diesel and Furla.
The program gives readers an outlet on elle.com to click and buy fall’s best gets, and it also helped the title boost its September ad business 7 percent over September 2007 at a time when most fashion magazines were unable to best last year’s performance. Elle offered advertisers in the September issue inclusion in the A to Zee program for free. In all, 98 advertisers participated, and not only are their products included in the edit, their most recent advertisements are located on the right side of the page and can be viewed as a flip book.
Elle also partnered with Us Weekly to feature A to Zee in a four-page edit spread in today’s issue. While the trends remain the same, Us Weekly fashion director Sasha Charnin Morrison edited the products to include more examples, including how celebrities are wearing the trends. It’s rare for two magazines to share content in such a manner, but Morrison said that she and Zee, who “used to hang out together as junior editors in Europe for collections” shared the same interests. “Joe and I are pretty much pop junkies and are obsessed with a lot of the same things regarding fashion, celebrity, style and accessories.”
— S.D.S.
The program gives readers an outlet on elle.com to click and buy fall’s best gets, and it also helped the title boost its September ad business 7 percent over September 2007 at a time when most fashion magazines were unable to best last year’s performance. Elle offered advertisers in the September issue inclusion in the A to Zee program for free. In all, 98 advertisers participated, and not only are their products included in the edit, their most recent advertisements are located on the right side of the page and can be viewed as a flip book.
Elle also partnered with Us Weekly to feature A to Zee in a four-page edit spread in today’s issue. While the trends remain the same, Us Weekly fashion director Sasha Charnin Morrison edited the products to include more examples, including how celebrities are wearing the trends. It’s rare for two magazines to share content in such a manner, but Morrison said that she and Zee, who “used to hang out together as junior editors in Europe for collections” shared the same interests. “Joe and I are pretty much pop junkies and are obsessed with a lot of the same things regarding fashion, celebrity, style and accessories.”
— S.D.S.
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