With 2.5 million unique users per month, StyleCaster is a force to be reckoned with in the digital fashion space. Since 2009, through its content, point of view, tight blogger relationships, strategic brand partnerships and sheer volume of eyeballs, StyleCaster has earned its rightful place as a user’s go-to editorial site, as well as being a preferred partner for many brands. Today, the platform has evolved into a multi-faceted destination and fashion channel. Why then, change the site appearance and approach so dramatically? Here, an interview with the President of StyleCaster, David Goldberg.
Q: What prompted the new layout and approach?
A: StyleCaster launched its new social platform in order to create the center of the style conversation. Since day one, StyleCaster has been dedicated to bringing Style to the People. What this means is we empower style enthusiasts and the brands that want to reach them. Whereas at one time, media was a one-way street, with editors dictating trends to consumers. Now, with the new layout of StyleCaster.com, people can really play an active role in the style dialogue. While Rebecca Minkoff shares behind-the-scenes snippets of her Fashion Week fun, Saucy Glossie’s Lindsey Calla is sharing shots of her street style savviness, and Susie Q at FIT is right there showing others her favorite new J. Crew flats.
Our tech team is plugging away, and now you can even share what you love on StyleCaster with your friends on Facebook, so look out for more updates there.
Q: The approach feels very Pinterest-meets-Tumblr. How does this convey what you want people to use the site for now, compared to before?
A: The site is democratizing style, including everyone in the same conversation. The Pinterest inspiration and visual layout makes the site conducive to a style-centric dialogue. Meanwhile, we took queues from Tumblr’s ability to make amateur authors look like professionals, in a clean, crisp, media platform.
Q: How has this changed the role of your editorial content?
A: Our editorial content has been and will always be centered around the style that thrives off of our community. So – without losing its premium, high-gloss integrity – our content calls for more engagement than ever before.
Q: Visual eye candy and curation seem to be two of the main trends in new social platforms. Ultimately, the power in this lies in conversion. Does StyleCaster have plans to add in a purchase path?
A: StyleCaster is the channel through which people can discover, discuss, and decide on their style, in an environment focused on content, community and commerce. So while we don’t have anything to announce about social commerce right now, but I can tell you that we’ve discussed something along these lines in the past.
Q: From a business perspective, has the approach shifted to one that drives revenue through users purchasing product? What are some of the opportunities you see for brands on the new StyleCaster? Any good case studies yet?
A: StyleCaster’s revenue model is based on its creative, highly-integrated media partnerships. More than 50 top tier brands have partnered with StyleCaster since we launched the company in 2009. From Sephora, Burberry and DKNY to Diet Coke, Starbucks and Unilever, brands come to StyleCaster because they want to create a conversation. They don’t want to slap on banner ads that target a passive audience. Rather, they’re involving the consumer in a conversation, challenging the one-way street of old media. StyleCaster regularly works with top notch brands to share trends and products through micro-endorsers. For instance, DKNY + StyleCaster’s “Show Me Something NY” video series featured five NYC influencers to merchandise DKNY’s fall collection to their personal lifestyles.http://news.stylecaster.com/show-me-something-new-york-ellen-gustafson-part-1-3