Style.com has quietly built its online business catering to the luxury crowd. They have been growing strongly for six years, with revenues this year already up by 58 percent 
over last year. Some are starting to take notice as New York Magazine, among others, are starting to get into the action. Style.com is the internet home of Vogue and W magazines.
The resistance by fashion houses to offer their best products online has left Style.com almost alone in its online marketing. To move them off of their traditional print magazine focus, Style.com has made the photos appearing online as attractive as they are in magazines. They have gone beyond that though to take advantage of the strengths of the internet through putting together interactive events that show off the glamour of the magazines.
One of the fashion houses joining the online marketplace is Fendi, who starting late in September, will offer its first video ad on the Style.com web site.
Julianne Moore and Jimmy Fallon
Photo: Scott Schuman
While we that are on the web all the time tend to think that it's saturated, this is another look at how much more there is available to create content for. A stunning 50% of all businesses don't even have a web site after all these years. They're waiting for sites like these to give them a reason to be online.
Another strength of the Style.com site is that they have a unit within the company devoted to doing anything they can to help the companies to make the transition to the digital marketing world - and still keep their core purpose and glamour intact.
We have talked on thealphamarketer how being first doesn't give you an advantage when it comes to internet marketing, yet with Style.com they have done some significant things that will give them a good chance to keep their competitive lead over those that are starting to take notice.
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