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Now that streetwear has taken center stage in the fashion industry, those who are in love with it can take the lifestyle to new heights through the virtual world.
Let’s take a look at shoppingmagz.com, Indonesia’s first interactive online shop and digital lifestyle magazine, as well as whatiwear.com, an inspiration for fashion muses.
“It’s a fashion and lifestyle digital magazine, which also acts as an online shop,” Shoppingmagz director Henry
Yoshi told The Jakarta Post recently. “What makes us different is that we put the real magazine-style design into a virtual platform, with some pictures and advertising in motion, plus the online shop,” he said of the site which was soft launched on July 25.
The magazine can be accessed through its display website, shoppingmagz.com, and to a direct link, magz.shoppingmagz.com. The magazine is also available on mobile applications for Android and iOS operating systems.
“We put sneak-peaks of the magazine’s contents on shoppingmagz.com because there’s a rule that forbids the full content on the web if we also share it on mobile apps,” said Henry.
Pretty much similar to any fashion and lifestyle magazine, shoppingmagz.com provides various things like fashion & lifestyles, food & dining, travel, auto & tech, home & living and features, besides shopping.
In the fashion & lifestyles section, shoppingmagz.com provides style inspirations for men, women and accessories.
Following the style inspirations, the digital magazine also provides advertised clothes and accessories complete with
hyperlinks to related-brand official websites or social media accounts.
In the shopping section, Henry said that his team had picked various clothes and accessories in a wide price range to give a different shopping experience for viewers. “We also provide a ‘shopping cart’ feature so that they will have an easy way to purchase.”
Within every monthly issue, shoppingmagz.com will also profile a celebrity in a feature article.
“In our first issue, the August issue, we picked Raditya Dika. He was just an ordinary blogger but now is famous, especially in the virtual world,” said Henry of novelist and standup comic Raditya, who was also Shoppingmagz’s first cover model. “We choose people like Raditya to familiarize our potential viewers.”
Since being soft launched, Shoppingmagz has collected around 28,000 visitors with around 295,000 hits.
A little different to the digital magazine, whatiwear.com exists in the virtual world for a group of Jakartans who are deeply in love with fashion.
Whatiwear.com general manager Adhitya Wijaya said that the beta version of the website was launched in November last year.
“The aims of ‘What I Wear’ are bringing the world together online and offline, inspiring each other and helping people to be more fashionable,” said Adhitya, adding that the company would expand more, not only on the website platform.
What I Wear has gathered around 7,500 members, who were registered based on the company’s invitation, he said. The US, Indonesia and Poland account for the three most popular locations of members, while visitors to the site most commonly come from the US, Poland and the Philippines.
“Who we target are real people. Ten percent of the members are professional models, the rest are ordinary people, like us, but all fashion bloggers,” added Adhitya.
An interesting feature of whatiwear.com is “Set a New Trend”. With this feature, visitors can get various fashion inspirations from members. The selection can be narrowed into season (spring/summer and fall/winter), year and tagging keywords, such as accessories, bags, clothes, color, material and mood.
Adhitya, who claimed the site was “collective fashion inspiration online”, said that it was considered as a pioneer in Indonesia. “Internationally, whatiwear.com sits among lookbook.nu, chictopia.com and chicisimo.com.”
Next stop, whatiwear.com plans to create more features, said Adhitya. “One that we can disclose is that we’re going to include a style analysis, which is aimed at helping people to be more fashionable.
“Here, we will have our own contributors, who are fashion stylists, giving their suggestions on fashion to visitors. Members can also share their opinion of a particular style, too,” he said, adding that the site would also be available on iPhone app soon.
So far, whatiwear.com’s unique visitor tally has reached about 8,000 people with around 50,000 hits.
Along with the fashion inspiration website, founders of What I Wear have also established Fashion Against Bullying (supportFAB.com), a campaign to raise public awareness of bullying based on people’s fashion choices.
“The idea of the campaign actually came from members of What I Wear who had experienced the bullying themselves. We are here to raise awareness that it’s not cool to bully people based on their fashion sense,” said Support FAB media relations Shinta Wardani of the campaign which was launched on July 25.