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2009 August 20

Style.com Totally in Vogue?

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(NEW YORK) As McKinsey consultants take a close look at Vogue on the 12th floor of 4 Times Square, Style.com staffers at 1166 Avenue of the Americas are probably paying attention. Multiple sources at Condé Nast have suggested that Style.com will be folded into Vogue.com, thus allowing Conde's flagship fashion title to grow an online presence as storied and influential as its print existence. The company has adopted a similar policy when restructuring Men.Style.com, which is slated to evolve into GQ.com in the next several months. A spokesperson dismissed such talk: "The plan is for Vogue to have its own site at some point in 2010, but that will not affect style.com," she said via email of the company's currently-existing plans.

Style.com, which launched in September 2000, began as the online home of W and Vogue, featuring live coverage of runway shows which quickly established the site as a critical tool for those seeking comprehensive global coverage in a slideshow format. Party reporting became another marquee feature to court readers outside of fashion season. The Style File blog was launched in 2006, and Beauty Counter followed suit in 2008.

Meanwhile, Vogue.com has remained relatively incognito as a channel on Style.com, even though it was officially redesigned this year. The site offers original content in the form of Vogue Daily, a blog that feature contributions from the likes of beauty director Sarah Brown and European editor Hamish Bowles. It is edited by Caroline Palmer.

Given what must be Style.com's tremendous cost burden of photographing and reviewing each show--a feat which another Condé Nast publication, WWD, also undertakes each season--speculators wonder if consolidation might be in the cards. "Right now, the company is focusing on building brands," one Condé insider told The Daily. "But is Style.com really a brand?"
ASHLEY BAKER




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