Vogue.co.uk has unveiled a re-imagined website that ties a new navigation structure with a sleeker, more elegant visual approach for its 1.3m unique monthly users.
Informed by information architecture, it debuts a new left-hand browser bar as well as ‘Topic Timeline’ pages that see everything from news stories and catwalk shows to galleries and Vogue covers come together by brand, people or events. The search therefore becomes an important research tool for users, and the site even more of a “definitive, constantly developing archive of each of fashion’s most influential names”.
Editor, Dolly Jones, said: “Inspiring and informing millions of users worldwide, for nearly 17 years Vogue.co.uk has been at the forefront of fashion online, and this re-imagining is the culmination of all we’ve learnt to date, simultaneously taking advantage of the most sophisticated and innovative technologies available. The visual appeal the site delivers as a result of its expansive and engaging images is immediate. Retaining the unique Vogue spirit and position as the pre-eminent fashion media brand, while capitalising on the smartest innovation going, we could not be in better shape to continue to dominate the sector.”
The new site also allows the Vogue team to mix image sizes and post videos, music playlists and quotes for the first time.
Meanwhile, during catwalk season, a new immersive gallery will incorporate all aspects of a show at once, including backstage, front row and the collection itself. The top panel on the homepage, which normally features a single large image related to one main story, will also be broken up to showcase multiple designers over this period.
As for the commercial aspects of the redesign, it aims to provide a bigger creative canvas than ever before. Jamie Jouning, digital director of Condé Nast, said: “Full screen, responsive HTML5 ads are available for key sponsors, and our best-in-class gallery experience provides advertisers with the opportunity to run hugely impactful gallery interstitials. In-depth site analysis also guided us towards the creation of bespoke “in-content” ad formats that sit elegantly within the main article experience.”
Built in HTML5 and CSS3, the site is also device responsive, meaning it adjusts to suit the screen being used. Ralph Lauren acts as launch sponsor with a series of ads taking advantage of the technology to showcase its autumn/winter 2012/13 collection.
January to June 2012 statistics show Vogue.co.uk received an average of 29,945,632 page impressions and 1,292,805 unique users per month.