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fashion-memopad

Ticker Tape... Innerwear Becomes Elettra... Tory's New Web Recruit...

Figures from Nielsen Online... Italian innerwear brand Yamamay has tapped Elettra... Honor Brodie is leaving to be editor in chief of Tory Burch¿s Web site...

Elettra Rossellini Wiedemann in ad

Elettra Rossellini Wiedemann in ad.

Photo By Courtesy Photo

TICKER TAPE: While financial magazines aren’t able to report on the daily swings of the market, their Web sites have seen a surge in traffic as consumers obsess over the performance of the Dow Jones Industrial Average (and their retirement funds). Figures from Nielsen Online show that for the month of September — even before the real market meltdown began — unique visitors to Cnnmoney.com, the Web home of Fortune, Money, and Fortune Small Business, jumped 30 percent to 10 million, and page views surged 142 percent, to 257 million, compared with September 2007. Businessweek.com saw a 25 percent surge in visitors, to four million, while page views jumped 84 percent to 20 million. Forbes.com reported a 4 percent growth in unique visitors, to eight million, and a 17 percent growth in page views, to 126 million. Portfolio.com’s unique visitors totaled one million and page views two million in September, but the site’s traffic was too small to be tracked by Nielsen Online last September. According to a Portfolio spokeswoman, unique visitors totaled 433,000 in September 2007. Portfolio.com was launched in April 2007; the site moved out of beta five months later — Stephanie D. Smith


 

INNERWEAR BECOMES ELETTRA: Italian innerwear brand Yamamay has tapped Elettra Rossellini Wiedemann to pose for the winter collection in the company’s European advertising campaign. Wiedemann — who began her modeling career with Abercrombie & Fitch in 2003 and has been the face of Lancôme since 2006 — was picked for her “innate elegance,” according to Gianluigi Cimmino, chief executive officer of Yamamay’s parent company. Inticom SpA. “She isn’t built like a typical model, but has just the right curves to emphasize feminine sensuality. All women will be able to relate to her and see themselves in these pieces,” Cimmino continued.

Photographer Ruy Teixeira shot the 25-year-old Wiedemann in the penthouse suite of the Rivington Hotel in New York. Besides Italy, the ads will run in European countries where Yamamay is currently sold, such as Spain, Greece and Germany, as well as Russia and the Balkans, where the brand also has a strong presence. Media include major women’s publications and fashion magazines as well as billboards around cities, particularly in airports. The newest campaign flash will run from the end of October through the beginning of the holiday season. The total ad investment was not disclosed. In 2007, Yamamay signed a three-year licensing contract with Jennifer Lopez to produce the JLO for Yamamay line, which the actress publicized by posing for its ad images. — Rachel Mascetta


 

TORY’S NEW WEB RECRUIT: After 12 years at In Style, assistant managing editor Honor Brodie is leaving to be editor in chief of Tory Burch’s Web site. The site, which so far has focused on company information and e-tailing, will relaunch in late November with more content, echoing other brands like Polo Ralph Lauren and Isaac Mizrahi that have taken the lead in providing their own content beyond e-commerce. “We’re tapping into the lifestyle,” Brodie said. “Tory is such an intriguing person with such great style, and there’s so much opportunity to create content based on the collection and on her personal choices, from travel to entertaining to beauty.” A spokeswoman for Tory Burch confirmed the move.

Brodie’s exit comes soon after the promotion of Ariel Foxman to managing editor, though Brodie said there was no link. “This is more just about the opportunity that came to me,” she said. “I have wanted to go online for some time. That’s what drove my decision...[In Style] has been my home and I’m also thrilled for Ariel.” — Irin Carmon

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