Despite all the recession hoo-haa, online fashion retailers have been booming in 2009, with leader of the pack ASOS, making record profits. Whether it is because it never feels as real to buy stuff online, or as one fashion magazine editor suggested, because it seems a little shameful in gloomy times to bound around weighed down by shopping bags, there has never been a better time for fashion retailers to sell their wares online.
It is with a stroke of genius that The Guardian has decided to tie their credible fashion editorial with fashion retail, for their site, Guardian Fashion Store, which launched today.
Teaming up with LynkU.com, readers will be able to purchase items from over 300 retailers including French Connection, All Saints, and even upmarket department store, Browns, meaning when Jess Cartner-Morley tells you what she is wearing, you can wear it too, with just a couple of clicks, should you so desire.
Online Life and Style Editor, Rachel Dixon commented:
I'm really excited about our fantastic new fashion store, which stocks fashion and beauty products from hundreds of great labels - from exclusive designers right down to familiar high street names. Now readers can buy the products recommended by our writers with the click of a mouse, or read about the latest trend and find the look in store in moments.
The site will detail key looks and trends, much in the way Guardian Fashion already does, but with the added option to buy. Being able to connect the store with non-marketing based editorial should be quite interesting, and provides serious competition for other fashion e-tailers.