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Femail Fashion Finder on MailOnline

MailOnline images now include an optional pop-up telling readers where outfits are from, a direct link to buy and cheaper options.

Kate Middleton is notoriously good at shifting stock. Recall the immediate sell out of the 'Shola' Reiss dress she wore to meet the Obama's, not to be confused with the equally frantic shopping that ensued after she donned the 'Nanette' Reiss dress in her Mario Testino engagement snaps.

The 'Kate effect' could now become even more widespread as MailOnline has introduced a feature showing readers where items pictured are from and providing a direct link to buy them as well as cheaper options. It was rolled out across yesterday's coverage of the Duchess touring the Royal Princess ship in Southampton, and also featured yesterday on pictures of Pippa Middleton and Coleen Rooney.

Unsurprisingly, Kate's gorgeous Hobb's mac sold out within minutes.

Mel Scott, commerical director at Mail Online said: "The feeling was that we wanted to give something back to the reader, who was asking us: 'Where does Amanda Holden's silver skirt come from?' We will make affiliate revenue around it but the editorial integrity will be absolutely key. We have had massive click thourghs to look at the product and massive click throughs into the suggested products."

Mark Haviland, MD at Rakuten Marketing said of the intiative: "The 'Kate effect' shows that celebrity endorsement isn't going to go out of fashion and this latest industry development allows brands to make it easy for shoppers to instantly buy the same items as their favourite celebs or designers. Looking ahead, I'm sure that traditional publishing houses will continue to see the CPA model as a valued compliment to existing revenue streams, not just for the commercial opportunity, but also for the richness in experience it can offer readers. The 'Read, Share & Shop' publishing model is in it's early years but it has a bright future ahead".

The ‘Kate effect’ shows that celebrity endorsement isn’t going to go out of fashion and this latest industry development allows brands to make it easy for shoppers to instantly buy the same items as their favourite celebs or designers. Looking ahead, I’m sure that traditional publishing houses will continue to see the CPA model as a valued compliment to existing revenue streams, not just for the commercial opportunity, but also for the richness in experience it can offer readers. The ‘Read, Share & Shop’ publishing model is in its early years, but has a bright future ahead.”
Read more at http://www.thedrum.com/news/2013/07/01/daily-mail-begins-roll-out-affiliate-initiative#UZSIFBsdfzkrVxRH.99

Source: The Drum

 MailOnline Kate MiddletonMailOnline Femail Fashion FinderMailOnline Femail Fashion Finder

14/06/13

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