Wonderful things happen by Andre19 on Polyvore.com

For the past few years, the publishing industry has undeniably experienced turmoil – shrinking circulation, declined ad sales, and an aging reader base. Today, younger consumers are accustomed to consuming content through digital channels, both online and through their mobile phones. Consumers crave real-time information and a social experience. To no surprise, magazines are throwing up Websites and creating iPhone apps in an attempt to hold on to an increasingly tech-savvy audience. Still, Website growth and iPhone app penetration for publishers creeps along at near glacial paces. Alas, a beacon of hope – a shining example of a company that has the potential to stabilize and (dare I say) revitalize the fashion category. And if publishers pay attention to the innovation displayed in this start-up, then every magazine stands to benefit.

As I read the NY Times this week (on my iPhone may I add), I stumbled upon an article about Polyvore. Started in 2007, Polyvore offers a service that has virtually flown under the radar of digital strategist. Their site allows users to take images from around the Web and combine them into collages. Most of the three million unique monthly viewers create fashion collages, mixing and matching their favorite pieces from old and new collections. On average, visitors spend close to eight minutes per session on the site – more than Vogue’s style.com, instyle.com and even the NY Times online. So, what’s the connection between making collages and saving the publishing industry?
 

Simply, it’s engagement. Polyvore has tapped into an insight
that deeply penetrates Gen Y and the upcoming wave of Digital Natives.
That insight is, while content may be king, the delivery strategy is
the throne. For example, consider President Obama, hailed as 2008’s
marketer of the year. His content – words delivered in town halls,
debates and interviews – resonated because they were spread online,
person-to-person and offline in daily conversation. He did what few, if
any, presidential campaigns had accomplished before. He made his message social. And in making it social, the message became engaging.

Leave
it up to Vogue and they’ll say engagement is creating a video-centric
micro-site, a la Vogue.TV. And ask Ralph Lauren and he will point to
his iPhone application as engaging. But, they’re both wrong. Engagement
is not simply creating a video or an application. Rather for an
experience to be engaging, it must turn a user from a passive consumer
of content to an active participant. In print, think Cosmopolitan polls
or Men’s Health workout checklist. In digital, think Polyvore.

From Polyvore, the publishing industry can learn that there’s power in turning consumers into creators of content. This is the lesson that YouTube, Flickr and other user-generated experiences have taught marketers.

Three Ways This Can Help Publishers
1. Increase Awareness

• Allow people to have an avatar on their social media profiles. Giving
people something permanent to put in their social media profiles will
help turn social media into “earned media.”
•
Partner with a traditional fashion magazine to provide the “look of the
week.” This will unlock content syndication opportunities.
• Partner with Fashion Week
and provide a widget for user engagement with their site. This will
drive traffic and position Polyvore as a leader in fashion trends.
• Partner with Project Runway or another fashion show on TV for more exposure offline and through their online outlets.
Create an iPhone application. This will allow fans to stay connected to the experience on-the-go.


2. Generate Revenue
• Provide contextual advertising, which should leverage a “pull” model based on user actions and interests.
• Open an eStore with exclusive deals from a handful of brands.
•
Figure out how to sell the user data about what people like. Even
consider conducting “insider” research for designers or fashion buyers
to get a read-out on upcoming trends.
• White label the technology for other major eRetailers (e.g. Macy’s, Nordstrom) to enhance their shopping experience.

3. Enhance the User Experience
•
Allow users to view collections of designers and vote on their
favorites. Once this information is collected, optimize the experience
for individuals to filter based on most popular, most emailed, most
talked about, etc.
• Enable profit-sharing by allowing users to “sell” looks and get points or money.
• Invite prominent fashion stylists to contribute. Feature one a week; give a discount.
• Develop a style guide that has “go-to” looks for people that have not been blessed with a fashion gene.

Why Polyvore’s Experience Works
Ease of entry: It’s
easy for users to become creators of content. For example, in a few
steps of creating a profile and then dragging images, the user has
published a collage. More advanced users can upload content, but the
experience caters to Forrester’s Inactives and Creators.

Personalization: Since everyone has a unique style, the site experience tailors to the user.

Metrics: It gives users a way to measure their influence through metrics (e.g. how many people like a user’s set). 

Social:
Polyvore makes the experience social by allowing individuals to views
what other users have created as well as allowing content to be spread
throughout social media.

Low maintenance: Leverages user-generated content through image uploads as well as cataloging from designers.

Permanence:
When users upload images, then a bookmark for Polyvore is created. Now,
every time a user opens their browser, they’re reminded about the site.

So, who will be the first publisher to turn consumers into creators of content?

Kai D. Wright