This is a website for the women’s lifestyle magazine ‘Elle’. With daily updates and pages where you can quickly browse the latest fashion trends, it’s like a quick, convenient way of reading a magazine. It would be useful for those who don’t have time to buy and read the whole magazine or just for people who want to find out more on what they've already read.
The social group relevant is the typical Elle reader; fashion conscious women, probably between the ages of 18 and 40. Often targeting working women with a good salary - they like to promote expensive and designer clothes. Nevertheless they do have high street sections as well. The website is like a non-linear way of reading the magazine – the page is separated by headings, allowing the reader to enter whichever sections they feel like reading.
It’s relevant because it’s showing how hard copies of media are being replaced, and how there is the possibility of media becoming completely virtual.
Page layout and offers
Headings across the top: fashion, shopping, beauty, lifestyle and travel, news, horoscopes, magazine.
Rolling menu across the top: latest news updates and the best sections to check out on the site, e.g. ‘hot new floral trend, stars in love, Kate Moss’s office job!’
Elle logo top left of screen
Option of becoming an Elle VIP (join and get added benefits on the site)
‘Elle Soundtrack’: a new popular track is put up everyday which you can listen to when on the website, promoting new bands. Today – ‘Good Luck’ by Alterkicks.
The main page: taken up with promotions and new additions to the site. Competitions (win! £500 to spend at TopShop!), Latest News (Mel B, ex-spice girl, has baby girl), Lunchtime buy (trendy new handbag), Fashion Update (latest from the catwalks, Milan, London, Paris, New York).
Interactivity: Today’s poll – what do you think is Jennifer Lopez’s best film?
Online Shopping: all of Elle’s own label available online.
For the institutions:
- Gives them a sense of who reads their magazine (if people sign up for things, give their details)
- Promotes customer loyalty, those who read the magazine are likely to come online and then buy more Elle products
- Keeping up with NMT trends; everything has a website. They are closer to their audience thanks to the sense of an online community.
- Can promote their next issue
Convergence, interactivity, personalisation, convenience, narrowcasting.
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