Tuesday, July 23, 2013

The Daily Mail's Femail Fashion Finder

The Daily Mail has just added a new and potentially very lucrative feature - the Femail Fashion Finder.

For some stories you can now hover over an icon in the picture, and buy what the person in the photo is wearing.  See an example here.

It shows the original item that the celebrity is wearing, and also offers cheaper versions, although as you can see the cheaper versions often look nothing like the original.

It's really just an online version of the staple 'get this look' feature in magazines, but this makes it much more easy to use.

It's also interesting that the Mail are doing this themselves (although I suspect it's actually through a third party), which I think is part of a larger commerce trend, for example Yelp offering takeaway food deliveries directly.

Build an audience, then think of ways to monetise.

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