Look Launches 'Look What I'm Wearing'

Look_Launches_Look_What_I'm_WearingIn an innovative foray into content crowdsourcing, IPC’s weekly fashion title, Look magazine has launched ‘Look What I’m Wearing.’The idea is simple – readers take photos of what they are wearing and upload the pictures to the ‘Look What I’m Wearing’ section of the look.co.uk website.  Other readers can then browse these uploaded ‘looks’ by category (summer, party, casual etc), by fashion brand or by clothing type (shoes, dresses, tops etc), and even click thru to the fashion retailers site to purchase the items themselves.And as the site includes features to integrate with Facebook and Twitter, visitors are able to like and comment on images uploaded by other users and discover where they’ve purchased their outfits.There’s integration with the offline publication too - each week the editorial team at Look choose a selection of photos and publish them in the next week's edition of the magazine.Julie Lavington, Publishing Director at Look, explaining the inspiration for the initiative, said: "We know from research that women look to other women for fashion inspiration, and we’re tapping in to this with Look What I’m Wearing. It will be a major new franchise, providing a daily online destination, a weekly event in print and snackable content on our social networks."Of course, this isn’t the first time we’ve seen this sort of thing. Look may have derived inspiration from rival More Magazine's community of Moreos on Facebook. And the success of Look's own 'Friday Night Hair' was probably a key stepping stone en route to the launch of 'Look What I'm Wearing.'However, clearly the team at Look hope this will become a permanent and prominent part of their online and offline strategy. And of course they have a ‘captive’ audience of 0.6m weekly readers to promote it to.If it takes off, and 14 new ‘looks’ were uploaded on their website last Sunday, then from an advertiser’s perspective, it could make the website a more attractive advertising proposition.  Readers keen to check out the latest ‘street styles’ will visit the site more often and for longer, boosting visitor numbers and average visit length.It also provides a useful anecdotal research tool for fashion brands – to see who’s wearing their styles and what they’re wearing them with – and a potentially useful source of traffic, with the clickable links through to fashion retailers’ sites.And if it’s a success, we may see other fashion publications launching similar offerings. And considering the insight that initiatives such as this offer to fashion marketers, and the potential they offer to drive new traffic to their sites, that’s probably no bad thing.