On August 28, just ahead of the New York Fashion Week, MySpace launched a new version of myspace.com/fashion.
This push into the fashion arena is seen as a major step for MySpace. Will it be able to convert its spontaneous communities into organized hubs? Will fashion advertisers reach into their deep pockets to spend money on the site?
A report on fashion industry website Fashion-Fox.com offers a first review of the site.
Among the features, the most promising sign of success is the presence of an InStyle news widget. It shows that MySpace has managed to attract TIME's popular InStyle website and may soon get InStyle's regular advertisers to follow suit.
The myspace.com/fashion community had already more than 50,000 "friends" one day after its launch. The page is actually a new version of a pre-existing one.
As one could expect, myspace.com/fashion draws a lot on music content, such as interviews with bands on what they like to wear. Music is in the genes of MySpace, as most of its original members signed up to share their favorite tunes with their friends.
Will fashion advertisers come? Probably.
First, some are already there. For instance, Donna Karan and Alexander McQueen are active users (or at least their PR persons).
Second, a consumer study by myspace showed that most of its users are older than 35 and that quite a few of them have high income.
It will be interesting to see whether myspace.com/fashion remains just a page in the vast myspace universe or whether it become a real fashion hub.
My Stylish Space
MySpace.com Fashion Launch
Trend Themes
1. Myspace Fashion - The launch of myspace.com/fashion offers a chance for MySpace to break into the fashion arena and capture the attention of fashion advertisers.
2. Influencer Advertising - By attracting TIME's popular InStyle website, MySpace could offer fashion advertisers an opportunity to enlist influential fashion bloggers.
3. Music-fashion Crossover - Through music content, MySpace might attract the attention of fashion brands that wish to align their products with popular music artists.
Industry Implications
1. Fashion Industry - MySpace's push into the fashion arena is a major opportunity for fashion industry advertisers to reach MySpace's high-income consumer base.
2. Advertising Industry - MySpace has the potential to become an influencer advertising hub if it successfully captures influential fashion bloggers and advertisers.
3. Music Industry - The music content on myspace.com/fashion provides an opportunity for fashion brands to align their products with popular music artists.