PopSugar’s ShopStyle Driving Revenues for Fashion Brands

PopSugar’s chasing celebrities and sales — and driving more than a billion dollars in revenues for fashion brands through its ShopStyle site. The San Francisco-based company is something of a digital hybrid, chasing clicks with its PopSugar site and funneling shoppers to other e-commerce sites at ShopStyle while working with brands on both ends. Acquired in 2007, ShopStyle is both a fashion search engine and social shopping Web site with a performance marketing affiliate model. It drove $1.2 billion in sales for retail partners last year and more than one billion clicks to these sites. The site has 10 million products from more than 1,000 retailers. While not directly linked with the company’s celebrity-obsessed Web site, they benefit from one another. “These are two brands and two properties serving one audience,” Jen Wong, chief business officer, told WWD. While ShopStyle is a very different business from its parent company, the two definitely have synergies. For instance, Levi’s product listed on ShopStyle drives to levis.com, but the brand also has partnered with PopSugar in various ways, from traditional advertising to a video series featuring the site’s editors in Levi’s jeans and a program that had influencers interacting with the brand. PopSugar was founded almost nine years ago

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