Condé Nast Opens Allure Physical Store, Allowing You To Walk Into The Magazine
Image via Shutterstock
The Allure Store, opening on the corner of Lafayette Street in New York City today, is deemed to “embody the future of retail,” in its announcement by Condé Nast in January earlier this year.
Allure magazine is kicking off its inquiry into in-store retail with 270 beauty products across 170 brands, with well-known names such as Bobbi Brown and La Roche-Posay. Key products from the publication’s Best of Beauty Awards and Reader’s Choice Awards will be featured in the space, supplemented by rotating Brand Spotlight details, alongside visual merchandising displays inspired by themes and trends covered in the Allure magazine.
The 2,900-square-foot store will utilize augmented reality for customers to try on products before purchasing them, an efficient alternative to using testers during and/or after the pandemic.
The editorial team also plans to host events, tutorials, and classes in the physical space, according to the venture’s announcement in January this year. This marries readers’ experiences with the magazine itself and its in-store experiences, creating an overall immersive interaction with the brand as a whole.
Brick-and-mortar property, such as this Allure Store, is the company’s current focus in a bid to shift its revenue from declining ad revenue to direct from consumers, Tricia Ruane, Condé Nast’s global head of eCommerce merchandise and brand property, tells Business of Fashion, “We’re exploring hotels, more retail, more restaurants and bars.”
Other brands operating under the publisher, such as The New Yorker, are likely to implement this as well. Perhaps cities around the world will see more Condé Nast branded properties springing up soon - names like ‘The Allure Bar’ do have an inviting ring to it, after all.
BoF - How Allure’s New Store Is an Extension of the Magazine https://t.co/cBw3A0qH9v pic.twitter.com/v3dpHq2weB
— Robert Antoshak (@RAntoshak) June 30, 2021
[via Business of Fashion, image via Shutterstock]
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