New Fashion Mag Takes Web by Storm

User-generated content brings visitors; next step: profit
By Evann Gastaldo,  Newser Staff
Posted Jul 27, 2009 12:21 PM CDT
A model looks at a fashion magazine as she waits in the backstage of the Miss Bikini Luxe Spring/Summer 2008 women fashion collection unveiled in Milan, Italy, Saturday, Sept. 22, 2007.   (AP Photo/Alberto Pellaschiar)

(Newser) – The newest magazine to make a splash in the fashion world isn’t sold in stores, but it is a head-turner. Online-only Polyvore lets users act as fashion editors, putting together “sets” of clothing and accessories other users can then click to purchase. The site is growing in popularity as traditional magazines suffer, and it boasted more visitors last month than Vogue’s and, the New York Times reports.

Polyvore takes readers to the site that sells whichever piece of a set they click on—but the mag earns a commission from only a fraction of those clicks. It's working on revenue-building relationships. “There’s this aspirational side and entertainment side” to selling clothes online, says an investor, “which none of the sites up until now have done a good job at tapping into."