Mrs Sewell, a known amount (or at least photographed often) on a large number of site users, demystifies the changes and displays the literal shape and personality.
"Yasmin is an independent voice in the fashion world, with a broad base of supporters and strong existing relationships with many designers and brands," Franck Zayan, President Style.com and former head of ecommerce luxury department stores Paris Galeries Lafayette, said in a telephone interview last week. "This is a prototype of the kind of customer we're trying to win."
It turns out that they thought the same. Mr. Zayan was first approached about the work of the brand image part-time, but: "I was very open with him I said okay.", A fashion director for a product? "Sewell said over lunch in North London, a few days before the launch of the website.
With jeans torn clothing, Prada platforms and a graphic white shirt Herculie, which was full of polite enthusiasm. "For a while, they are not safe, and if all I am to pursue almost" Mrs. Sewell said. "But the offer came and went full time and thought," has changed my life easy. "
Mrs Sewell later moved to Sydney at the age of 20 and two years after the UK in 1999 a business started Soho Yasmin Cho called to draw celebrities like Madonna and Kylie Minogue and attention of his competitors. But while his creative instincts sharpened, they lacked business experience; the store was closed and pulled her in Australia.
A call Joan Burstein, the owner of London store Browns concept and Dean of the luxury shopping scene, brought Browns Focus to run an angular younger brother flagship store. He was later to acquire the main business director.
In 2009 he was an independent consultant for JW Anderson and Moda Opera, have introduced their own brand of clothing, among other things, and there are four, she and her husband, Ser Cécile, shirts, tanks and hoodies Parisian inspiration. She is now a step in its operations by the day back, but, as it has other things on the plate.
In Style.com Mrs Sewell is responsible for everything from the selection of brands appear (currently about 150, but notable omissions, such as Prada, Versace and Alexander McQueen, the more than a few eyebrows raised in the presentation site and whispers still fast) Determination the main trends of the season, and compile Condé Nast article for the website.
Currently, the only relevant values are British Vogue and GQ - shooting style screen grab your sides sitting at the table, monochrome site Style.com, the user can click on to find products. But eventually appear Mrs Sewell hopes all publications the group range spans about fashion, include food, wine and travel.
Your team may also choose to change the trade mark created collaborations with partners to introduce and develop, including Burberry, Chloe and clothing. And a strong investment to integrate rose on the site of the artificial intelligence tools that over time, to "learn" what each customer wants and make specific recommendations on Netflix or Spotify.
But unlike his Net-a-Porter rival, Style.com has no inventory. (Style.com is a reduction of the selling price, but did not specify how many, and the amount varies from one brand to another.)
"The content can be courageous and bold, if we do not deal available," said Mrs. Sewell. "But it is also for brands such as online businesses are still small, without access to customers who do, or can not afford to create content. Because we are of Condé Nast, it is the confidence that the product is are beautifully presented in a credible. "
But this is also a problem. Questions have arisen, what this means for the credibility of the article on the site, as if an e-commerce business is a piece of a sale, more sales, more profits. This could create pressure for magazines introduce more expensive products in order to strengthen the bottom line.
"When it comes to the Vogue or GQ, have absolutely nothing to say, what they do or they are talking about," Mrs. Sewell said. "I have no influence on the editorial policy," she added, her smile tightening, as he took his sunglasses.
With the growing competition of new digital publications during the past decade, with a decline in industry-wide advertising investment, it is not surprising that the Conde Nast wants to cultivate new sources of income. In recent years it has expanded its focus magazines, publishing initiatives of the various media with minority stakes in startup mode of electronic commerce, including several class wardrobe, highway and Farfetch.
But Style.com is the first wholly-owned enterprises, 50 percent owned by Condé Nast US based and the other half of Condé Nast International UK based. Concern was expressed after the launch of the site was repeatedly pushed back, and there were repeated rumors of personnel changes around the tech scene in London.
Now that is finally live, the big question is: Is it effective?
Witten Lauren Kaufman, vice president for retail and luxury L2, a research company and consultancy for consumer brands is not safe. "It is not an easy business to scale," he said.
"Nobody has the answers, but it's an exciting time, now to be fashionable," Sewell said. "The whole industry is in a period of intense flux In 20 years in the business." I've never known anything else. But you have to play for change, is not it? I'm not nervous at all. Bring it on. "
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