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American Express chief marketing officer John Hayes and Harper's Bazaar publisher Carol Smith on partnering for Shopbazaar.
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Also exhausting you know they hand -- -- magazines right you start looking through it.
You -- a picture of something you absolutely -- you say I have to have the dress.
Then you have to track down every single piece in the picture if you wanna buy -- while American Express is making the process so much easier.
While targeting style savvy customers with a passion for fashion.
FX launching the first caught -- to commerce site in partnership with Harper's bazaar joining me now out of Fox Business exclusive.
Our John Hayes chief marketing officer -- American Express and Carol Smith Harper's bazaar publisher and chief revenue officer.
And I can even begin to tell you how much we appreciate you being here because in advance of Fashion Week which starts tomorrow you must be so busy Carol what's it like it's great straight it's.
O craze CNN first it's dead silent on September 3 Labor Day no -- around -- -- the next day it is all hell breaks -- But right now -- -- is being directed toward the launch of shop is our dot com -- set shop bizarre dot com and that's where he went American Express company and John.
Let's talk about the partnership here because when -- platinum brand links up with a platinum brands like bizarre.
It's -- point here what's in it for you guys.
Will protect its head start with our business model is unique business model is made up of merchants and crew members.
Buyers and sellers and bringing those buyers and sellers together in unique ways that add value to both of them.
That's what our business is about so.
Here we have a great opportunity to give -- customers who love fashion.
The opportunity to and we be inspired by the content -- -- can provide but also the access to the -- as well forward.
You know very much as as a targeting a more affluent customer.
Of course does or does as well although when I look at your magazine lately it's very aspiration -- well you'll always -- -- less expensive version or they're always very creative ideas for people who want to reach that but.
Talk about the website how is going to be different.
From what's already out there I'm thinking -- Forte shop -- what people are very used to going to those sites right now how re going to grab that customer over to shop bizarre.
Well.
Customer acquisition is going to be interesting but I think what's most important for us is.
We're launching a store that's a 145 years -- I haven't bizarre has fashion credibility that started I think an 18672.
Years after the civil war.
And so net apartheid ten years again.
They launched they had to build that credibility.
They also -- commerce site now they're providing contents intact -- the former editor of bazaar UK is actually their editor of the there.
But for -- we're gonna start with contents.
And got -- commerce so it's absolutely the reverse commute and dubbed.
As the person who is passionate her fashion up.
Unfortunately from my husband.
And your wife daughter and for our cat you know can't eat because of my fashion -- -- -- -- -- -- but.
You read your magazine.
You -- -- -- as you say and then you can't ever find what we have on the screen right now so we pulled out of page ad in essence you'll see an outfit that you like and then each piece.
Is available for purchase correction -- after a little work to detective but -- Amex come at a mean clearly anybody can go on the site and be able to purchase with a Visa -- MasterCard but what will like yet if I use my Amex card of which I do have -- -- -- get a sense.
-- happy if this if that's a.
-- gonna get special offers special opportunity and special items to be some items that are only available to American Express card numbers but what's also important is to know that.
The reason we're doing this is because our customers are already in its space it they're doing e-commerce.
They're accessing fashion this way in fact 70%.
Customers of American Express or 70% more likely.
To buy and a tablet than people just like them we're not.
Court -- -- of shares so have mobility.
And the shift of buying online is really pronounced there was a study recently done that shows that people are already doing mobile payments.
What it happened 4% -- -- to 7% well that's exponential it's nearly double obviously but -- as people get more used to this.
It's really the way the future -- clearly want to capitalize on.
That's -- we see a convergence of online and offline we see it all coming together it's all becoming a seamless process and so today you'll see.
That someone will look at something in a magazine see the content being inspired by it and want to make that purchase right away and we're here to serve.
Carol that you hear a lot about the death of the magazine because everybody's going on line I don't know if they're -- if it's bifurcated if there if there's a -- to it to.
-- what's going on line to the actual heart attack is seen you know there's always that experience of sitting back.
And reading the Bible bizarre but.
Clearly it's been tougher to get -- for toxic -- not.
Found this one is in -- But.
It's tough are we all -- publishing is is challenge right now fashion isn't that you know -- and you look at September fashion magazines or is doing the count last night.
All the -- fashion titles we grew about 200 pages.
35% of those -- came from us so we're very happy.
And with the luxury.
Market being very solid right now and hopefully it will continue now that everyone is taking out their American Express cards and shopping you could see everyone going into the stores fall is here.
I think we have good things ahead of us yes digital is hugely important our web site is hugely important but for me.
Even more than our website right now which we need love and -- you know are we haven't director of our website is the ability to shop from our pages to -- shoppers are.
Official on September 12.
And -- will be this next week beyond.
Have winds high low what are we what are we looking.
That's that's I think -- I don't think I.
-- Melissa finally company slightly above yeah.
You have to have a wonderful to have it John Hayes of American Express -- the chief marketing officer Carol Smith thank you -- -- publisher vice president and chief revenue officer it's a pleasure.
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