Sites like Fashism, Go Try It On and Weardrobe have shown that there is intrinsic value in the ability to share photos of what you are wearing and get feedback on your style. So it makes sense for fashion magazines to start launching similar efforts as a way to build a community around their online content. Conde Nast’s Teen Vogue property is launching its own user generated street style fashion platform today, called Fashion Click, which is powered by content marketing company Tidal Labs.
Using Tidal Lab’s ContentMetric technology, the Teen Vogue Fashion Click platform allows fashionistas to upload looks and descriptions of what they are wearing, with tags of brands and more. Tidal Lab’s algorithm identifies the more influential bloggers creating fashion looks and showcases content based upon posts most likely to be viewed.
Fashion Click will soon launch a blogger dashboard where content contributors can see publisher/brand opportunities available, personal influence & content quality scores and pageviews/click-thrus on contributed content. And the magazine will be providing incentives for contributing content including the opportunity to be featured in print editions.
A user-generated street style site seems like a no-brainer for a site like Teen Vogue to build a community around online content and attract pageviews. I wouldn’t be surprised if Conde Nast started launching similar platforms for its other fashion titles. This is also a win for startup Tidal Labs, whose other clients include Neutrogena, Atlantic Records and Penguin Books.