Rachel Zoe adds in-content shopping feature to The Zoe Report

Rachel Zoe has garnered quite the fashion mogul status for her reputable styling tactics, her fashion line, and for now a new gig as a talk show host. The iconic celebrity’s most recent endeavor includes expanding her fashion e-zine, The Zoe Report, into a new shoppable digital format.

The Zoe Report partners with Bringhub for new in-content shopping platform

The Zoe Report covers daily fashion, beauty and lifestyle topics through its articles and editorials. Curated by Rachel Zoe and her team of editors and stylists, the e-zine covers runway fashion, beauty trends, lifestyle ideas, tips, and guides for its readers. Now, for the first time, the designer will allow her readers to shop the content of the magazine. The digital advertisements that are posted on the website will also be shoppable for users. The web-zine is the first of its kind to go live with a shopping card allowing readers to be directly interactive with their purchases Instead of clicking on something and being directed to a different retailer, the shopping cart function will allow readers to purchase directly from the The Zoe Report. The launch for this new activity will be available this month, according to WWD.

The Zoe Report is an investor of the Los Angeles-based Bringhub. Bringhub is a shopping experience that allows in-content shopping; which exactly how the new version of The Zoe Report will work. The online destination for fashion trends will eliminate the readers’ need to visit several stores to purchase various different items displayed in the e-zine. "We believe in-content shopping must be visually appealing and functionally intuitive, which is why we have created an experience for [The Zoe Report’s] readers that is beautifully designed and easy to use,” said Dominik Pantelides, chief executive officer and co-founder of Bringhub. Bringing the interactive shopping experience directly in front of The Zoe Report’s readers allows for an all-new way to let people control their purchases. "Facebook, Pinterest, and Instagram are exploring shopping experiences contained within their own platforms,” said Brian Marvin, COO and co-founder of Bringhub. “We've created an open platform for all publishers, starting with The Zoe Report, and all retailers that allows their audiences to buy multiple items--across multiple sites--with just one click," said Marvin.

The Zoe Report will now allow readers to directly purchase from the publication

The Zoe Report currently reaches an audience of about 2 million people. Due to her extensive experience in the fashion industry, Zoe is seen as one of the more prominent forces in fashion today. As editor-in-chief of her publication, the stylist will continue to have an active part in the online magazine. Because of her large following with over 1.5 million Instagram followers and over 2 million on Twitter, The Zoe Report lures an audience that is attracted and invested in Zoe’s style. "The Zoe Report's audience is stylish, influential, tech savvy and has purchasing power," said Tom Balamaci, general manager of Zoe Media Group. According to Balamaci, 75 percent of their readers purchase recommended items. “[It is] of the utmost important that we make their shopping experience quick, seamless, and intuitive,” said Balamaci.

All of the purchasing and fulfillment will still be handled completely by the retailers through this innovative “shop now” platform. The retailers and brands that are promoted through The Zoe Report will remain in control of their financial responsibilities. The goal of the partnership is to make the overall shopping experience easier and accessible for their readers, not to steal away customers. At the end of the day, The Zoe Report is still a partner to the brands and retailers that they represent. The main idea for the new in-content shopping feature is to make the user experience pleasant for the reader.

”Fashionably Late with Rachel Zoe” to premiere in September

Also, in addition to this new feature for the e-zine, Zoe will become the new fashion talk show host of a nighttime show on Lifetime. The new show will be entitled “Fashionably Late with Rachel Zoe.” The new show, according to WWD, will include guests appearances from editors, fashion moguls, and style icons. As no stranger to television, Zoe has previously worked on “The Rachel Zoe Project,” a reality show about her behind-the-scenes life as a stylist. This new role will allow Zoe to hold more of the reigns and direction of her talk show. “It’s definitely going to be lighthearted and fun and fashion and style-centric,” Zoe told WWD. The premiere for the show is set on Sept. 24 at 10:30 p.m. on Lifetime.