Fashionetc.com is a new website designed to be the definitive voice of fashion and beauty among the digital community. Launched this month, it features original content as well as aggregated news, and compiles the latest fashion and beauty coverage for users that want to be in the know, but don’t have the time to visit multiple sites.
“No one is really dominating the online space and there is a clutter of blogs,” said Michael Coady, CEO of Fashionetc.com. “By compiling and editing other sites, as well as writing our own material, our site can become a central clearinghouse, which could do a real service for viewers.”
The launch team also includes editor in chief Charla Lawhon, formerly of InStyle, and chief revenue officer Jack Rotherham, who comes to the project from Time Inc. James Finkelstein is chairman of the new venture, and also serves as chairman of Prometheus Global Media. “The site is fully conceived for today’s digital consumer and fashion industry professionals,” said Lawhon. “Our goal was to create one place that is easy to navigate and understand.”
With social sharing features, and video and mobile applications, users have the flexibility of how and when they consume their preferred media. Updated throughout the day, the site will have six subject channels including fashion, beauty, news, features, parties etc. and video. A rolling sidebar will highlight “latest news” and provide direct links to original stories from other sites. There will also be three style-related blogs: Style Matters, Powder Room and Etcetera.
“We are fortunate to be solely digitally-based because we are able to reach a broader audience,” said Lawhon. “We can include things that are classic, as well as fashion forward.”
Partnerships will include leading fashion, beauty and retail advertisers across all ad categories. “We are developing unique sponsorships to drive engagement as well as exposure,” said Rotherham. “We are looking to have fun with it. Users want new and fresh, not just banner ads.”
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