Dive Brief:

• Condé Nast is planning to launch an e-commerce venture under the company’s Style.com brand later this year. 
• The site’s current fashion and runway coverage will move to www.voguerunway.com, a unit of American Vogue. 
• The move will help Condé Nast tap the $1.5 trillion market while streamlining editorial fashion coverage into the Vogue site. 

Dive Insight:

Condé Nast will use the brand equity it has built in Style.com since the 2000 to turn it into a global e-commerce destination. The site’s current fashion features will move to Vogue’s editorial site, which has duplicated much of Style.com’s coverage since the publishing company debuted it in 2010.

While Style.com launched as a companion to Vogue, both sites have built a substantial following. Unique visitors to Vogue.com have grown 160% in the last year to reach more than 6 million per month in March 2015. Condé Nast says the changes will occur in the fall, and rely on cooperation between its American and international units.