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Vogue Stylist iPhone app matches user wardrobe with advertiser products

April 13, 2010

vogueFashion magazine Vogue has created an iPhone application that pairs products from advertisers such as Valentino and Gucci with style items from consumers’ own personal collections.

Shoppers can customize their look by taking photos of the items they own and scroll through the various trends highlighted by the Vogue Stylist, then hit refresh to restyle their look. Application users can buy products within Vogue Stylist from brands such as Gucci, Hudson Jeans, Kate Spade, Longchamp Paris, Nine West, Valentino and Via Spiga.

“Vogue Stylist was created to extend the Vogue brand and to encourage consumer connectivity and engagement through new media, while enhancing the value proposition for advertisers in Vogue,” said Stephanie Horton, director of creative services and communications for Vogue, New York.

A division of Advance Publications, Condé Nast publishes 18 consumer magazines, two trade publications and twenty-seven Web sites. Titles include Vanity Fair, Allure, Glamour, The New Yorker and W.

The Vogue Stylist application was created by Other Ocean Interactive,  an Emeryville, CA-based developer of games and enterprise software for all platforms.

At launch, Stylist has 91 brands and more than 600 products of European and American Fashion.

Shoppers using Vogue Stylist have access to features such as click-to-buy and store locators.

Additionally, users can save and publish their favorite looks on Facebook.

The iPhone application will give consumers access to exclusive content such as product sampling offers, special event invitations, shopping discounts and videos.

Advertisers will have the ability to get interactive with the Stylist feature, where consumers scroll through the advertisements and, upon selection, view the products the brand has to offer.

Trends and advertisers’ products are directed towards fashion enthusiasts and will be updated  monthly.

Here is a screen grab of the application:


The opening screen of the application shows a cover of the latest Vogue issue, before offering consumers the option of using the Stylist or Wardrobe feature.

Stylist introduces consumers to the latest trends from super bright lips to tribal print or a statement sandal. Once selected, Stylist will provide items that fit the category.

This feature will then give the price and product description, along with the option of buying, saving or finding the nearest location.

Consumers can then use the wardrobe feature to upload their photos and match their apparel with their stylist products.

En Vogue
This is not Vogue’s first foray into mobile. The publication had previously partnered with fashion designer Rachel Roy to celebrate the launch of her products by using the iPhone as a platform. (see story)

Condé Nast has also used Vogue for JuiceCastor’s mobile video search service to enable consumers to watch fashion videos on mobile. (see story)

Stylist is the 11th application to be launched by Condé Nast.

“It gives users a personalized interactive experience that allows them to apply Vogue’s point of view on the trends to their wardrobes on a daily basis,” Ms. Horton said.

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