Editorialist expands luxury brands, services

Online fashion content and e-commerce shop Editorialist is expanding into high-luxury brands that have little or no online presence. New to the boutique are brands Hermes and David Webb. In addition, the site will offer a home try-on service and cobbler concierge for footwear.

The new services will be available upon request for shoppers in the New York area, Women's Wear Daily reported. Consumers in New York also have access to same-day messenger service or overnight delivery.

Previously, the e-commerce site, now 2.5 years old, has primarily focused on accessories. While handbags, jewelry and footwear will remain a core part of the business, Editorialist wants to offer creative content and white label experiences.

The team is testing digital, sample-type sales, where shoppers can access other brands through Editorialist's digital flagships. In other words, Editorialist will help create collections, handle fulfillment and complete distribution for brands that don't have the means to do it themselves.

As far as coverage, the company started with adding editorial content during fashion week in February, reviewing up to 10 accessories collections per day, and will continue this coverage throughout the upcoming fashion weeks.

The combining of content and commerce is becoming an increasingly popular tool for e-commerce retailers to increase customer engagement. Other popular brands known for original content on their sites include Net-a-Porter, Newegg and Style.com.

For more:
-See this Women's Wear Daily article (subscription)

Related stories:
Style.com to adopt e-commerce
Content and commerce combine in growing retail format
Barneys New York publishes a print magazine
Fendi launches e-commerce in US
'Lucky' magazine launches e-commerce site

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