Nicolas Floquet, COO, Hearst Fujingaho, Japan, spoke about ELLE’s ‘shop’ business, which began in 2009. ELLE Shop is now a fully fledged business, and uses content on ELLE’s website to drive traffic to the ecommerce site. ELLE Shop is now retailing 200 fashion brands, and this year will contribute more than 50 per cent of the brand’s net sales, according to Floquet.
Hearst has since tried to replicate this formula across other brands, and now boasts Fujingaho (retailing fine food) and ELLE à Table.
HR – you need specialist ecommerce people from each field. Think twice about getting editors to do it.
Platform – needs to be good/sound in each part of the project
Management – top management needs to enforce synergies between media and ecommerce teams.
Folquet said that although there are high risks involved, there is also much success potential, including:
From 14-16 September FIPP will be in China for the 6th FIPP Asia international conference and exhibition. Discounted launch tickets for the event is available until this Friday.AAAAA16th Apr 2018 FIPP News
Less than 10 days remain to register with our launch offer for the 6th FIPP Asia international conference and exhibition, taking place from 14 to 16 September 2018 in Wuhan, China.11th Apr 2018 FIPP News
FIPP and VDZ’s Digital Innovators’ Summit 2018 takes place Monday 19 and Tuesday 20 in Berlin. If you were unable to make it to Berlin, here are some ways you can follow news from there.18th Mar 2018 FIPP News
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