- Danielle Wightman-Stone |
Troy Collins, co-founder of holiday website Secret Escapes has launched a new fashion website, Endource.com, which introduces customers to a curated edit of fashion products that have been endorsed by leading editors and bloggers.
Endource.com scours magazine websites and influential fashion blogs to bring shoppers the ultimate fashion directory that has been editor-approved, with the aim of replicating the experience of shopping with a personal stylist.
The site combines products from high street retailers, designer brands and emerging talent, with every piece recommended by editors from the likes of Vogue, Elle, Grazia and the UK’s top bloggers including Coco’s Tea Party, Liberty London Girl, Red Carpet Fashion Awards and Style Bubble.
Current recommendations include products from Topshop, Christopher Kane, Boden, L.K. Bennett, Alexander McQueen, and Marks and Spencer, and all pieces list the endorsements it has received, for instance a Loewe Flamenco Knot bag has been endorsed by Grazia, Stella and Stylist magazines. Consumers can find out more on the product by clicking on it, before being redirected to the shop via the retailer or brand’s own transactional website, where the final purchase can be made.
Endource.com sells editor-approved fashion
Commenting on the service, Collins said: “Fashion publications are without question, the experts, the taste makers, the arbiters of style in an industry that’s highly subjective, but in the past the publishers have struggled to find a way to connect the superb content they create with e-commerce and direct purchases.
“We’ve set out to help both publishers and retailers harness the power of endorsements to ultimately drive purchases. We identified this gap in the market and set out to create a single service to dominate and disrupt this space. Whereas other sites seek to offer the widest breadth and depth of product, we’ve turned this model on its head, offering a distilled feed of the most endorsed and covetable fashion in the world.”
Collins adds: “Endource offers retailers and publishers the opportunity to capitalise on the influence of endorsements. We have all had the experience visiting a shop or website, with magazine in hand, but failing to be able to identify and purchase the recommended item. Endource is designed to help close this gap and through strategic retailer partnerships, is allowing brands to more effectively promote the endorsed products that they sell.”