The Russian edition of Elle magazine has launched a full-fledged online store. Instead of using affiliated stores, Elle.ru allows users to stay on the site to complete their orders and make payment. A call center provides online shoppers with assistance.
The site’s catalog consists of three categories: clothing and accessories (Concept Store), jewelry (ELLE Jewelry) and sales (Flash Sales).
“We have absolutely no doubt in the success of this project,” says Jean-Emmanuel de Witte of Hachette Filipacchi Shkulev, the site’s publisher. “Online shopping is developing fast in Russia, and when combined with a powerful brand like Elle, the service will be very strong.”
De Witte plans to continuously increase the assortment of products by including leading international brands yet to have an online presence in Russia.
According to TNS, Elle.ru recorded 722,000 unique visitors in January, 2011. That same month, leading Russian feminine websites Woman.ru and Passion.ru counted respectively 4.4 million and 3.3 million visitors.
