Vogue.com expands offering with major relaunch

LONDON - Conde Nast has ploughed money into a major overhaul of flagship fashion website Vogue.com, introducing a raft of features aimed at attracting new users and increasing its use by existing ones.

The publisher's online division, CondeNet, plans to launch the revamped site on May 7. It will introduce a range of editorial innovations, including a fashion archive called 'On this day in history', and more fashion and beauty news.

There will be new sections for beauty and jewellery; blogs written by fashion luminaries including Paul Smith and Lara Bohinc; and increased video content, including two Vogue videos posted every week.

CondeNet will also add a series of interactive functions to the site: a tool to let users vote for their favourite look from the catwalk; a magnifying tool to let them examine the detail of clothes pictured on the site; a calendar of fashion events that users can synchronise with their PC's online calendars; and a mapping tool that pinpoints what is happening in fashion and where.

The site's new features have been built onto a software platform that will also speed up Vogue.com's search function, broaden the site's appearance, add an improved navigation bar, and use lighter shades of colour and larger font sizes for readability.

From a commercial perspective, the site has also been realigned, with more advertising space than on the existing site. Ads will appear inside an inverted 'L' shape to clearly distinguish advertising from editorial.

The site will also carry five standardised ad formats, which Conde Nast claims will give "greater consistency" and allow "greater pan-European planning".

Emanuela Pignataro, CondeNet UK's country manager, said: "The release of this new UK version of Vogue.com highlights our ambition to produce the highest quality content and to capitalise on the best innovative technologies available, while simultaneously giving our clients a superlative return on their investments."

The site was redesigned following a number of surveys and focus groups conducted over recent months.

Dolly Jones, Vogue.com's editor, said: "Vogue.com has inspired millions of users worldwide since its original launch and we intend to continue innovating to maintain our position at the forefront, always retaining the Vogue spirit.

"The new site truly breaks new ground in terms of technical innovation, unique design and headline-grabbing content, to further legitimise our reputation as the first source of all fashion knowledge."

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