Web 2.0 – Our Favorite Sites Revamp
Innovative online concepts are set to relaunch by integrating more closely content and commerce, or by making exclusive content even more elite.
1) REFINERY29 What’s it about? Over the last eight years, first-time entrepreneurs Philippe von Borries and Justin Stefano have steadily turned what began as a local online guide to New York’s cool, independent retailers into a next generation Fashion Media Company. In the coming month, Refinery29 is set to relaunch, yet again, in a move that will more closely connect content with product, and introduce sophisticated personalization to the site. What can you expect? The goal is to drive the connection between brands and the consumer. Right now the articles & stories are separated from the shop – so we are guessing the relaunch will contain a ‘shop-directly-out-of-the-story’ move. Much more interesting is the ‘deeper exploration and discovery through personalization’ the founders are aiming for with an underlying knowledge database of consumers interests. We shall see!
BEFORE (or now in this case)
AFTER - No preview of the future site yet since it will launch in a month. So we take the opportunity to introduce the founder: Philippe von Borries (left) and Justin Stefano.
(Source www.businessoffashion.com)
2) AHALIFE What’s it about? Since launching two years ago, AHAlife has already managed successfully to connect more closely brands with curators and commerce for the ultimate discovery experience. On May 3rd the site launched with a refreshed design and innovative new approach to the content and product discovery process.
What can you expect? Since the beginning, AHAlife’s mission was to showcase new products by placing the unique item and it’s designer in the spotlight. Now the focus has moved even more so towards discovery and consumer experience with the new site structured like an online magazine. The story comes first – and via a quick click, the reader/ shopper can directly shop the content and products. We love it!
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3) ASW What’s it about? Remember that invite-only social networking site nicknamed ‘the Facebook of millionaires’ that created a big buzz back in… 2005? A tool to keep in touch with people across the globe turned into more of an online-dating site rather than an exclusive jet-set club. Over the course of the last year they have been mapping a new strategy in preparation for a complete relaunch with the aim to become even smaller and more exclusive than before.
What can you expect? The redesigned site will focus on travel, offering city guides, hotel discounts and access to office space in a couple of cities. It will remain true to its social roots, with monthly events in 50 cities and 12 group trips a year. Membership will be resized down to 250.000, and there will be a switch from ad-based to subscription based for an annual fee of $105 – if you were lucky enough to get re-invited. We’ll check it out!
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