FUTURE EXTENDS GROUNDBREAKING ECOM SHOPPING EXPERIENCE – MARIE CLAIRE EDIT – TO USA
Future has expanded its ecomm offering with the US launch of its highly successful editorially approved shopping experience: Marie Claire Edit.
Designed and built in-house leveraging Future’s eCommerce expertise, Marie Claire Edit creates a new way for customers to curate their wardrobe and engage with Marie Claire’s fashion and beauty content. The brand’s industry-leading editorial team have curated edits of their favorite brands which users can search and shop.
“Marie Claire already excels at connecting women of power, purpose, and style with the sophisticated apparel they’re searching for,” said Danielle McNally, Executive Editor, Marie Claire US. “Now, with The Edit, filling their closets with clothing and accessories that enable them to look and feel their best has never been easier. We’re excited to bring this new service to our audience, while also offering more opportunities to our clients and creating additional revenue streams for the company.”
ECommerce Director Emily Ferguson who created the Edit concept said: “Our aim was to create a 360-degree approach to customer acquisition, creating purchase touchpoints across the whole ecommerce funnel, and therefore expanding our digital reach.” (Trade Press)
Launched in 2018 in the UK, the Edit leveraged the vast digital reach of the Marie Claire brand to deliver strong SEO capabilities and rank for more than 23,000 key shopping and branded terms, doubling its revenue year over year with an average order value of £397.
Today, the Edit in the UK has over 1.5m products from over 55 different stores, and works with brands such as NET-A-PORTER, MATCHESFASHION & Farfetch. Since launch, it’s expanded to offer beauty and vintage clothing.
In the US, Marie Claire Edit is launching exclusively with Nordstrom for two months, with plans to expand to other fashion retailers shortly after. Nordstrom, the leading fashion retailer that helps customers feel good and look their best, offers a unique range of products, exceptional customer service, and great experiences. Its digital-first platform enables them to serve customers when, where, and how they want to shop—whether that’s in-store at more than 350 Nordstrom, Nordstrom Local, and Nordstrom Rack locations or digitally through the Nordstrom and Rack apps and websites.
Marie Claire Edit will build upon the already successful e-commerce initiatives driving more than $10 million in sales for retailers in the last 6 months since the Future acquisition in May 2021. This new innovation will allow the brand to expand its digital reach at scale, within the luxury shopping market, by acquiring a new audience with a higher propensity to purchase.