Former magazine editors launch e-commerce site Bellaloopa
Australian online fashion magazine and e-commerce site Bellaloopa has launched.
The site is the work of journalist and editor Melisande Clarke along with her friend and colleague, former Reader’s Digest editor Josephine Brouard.
The pair has extensive experience in editing magazines. But besides personal use, they have no formal experience in online retail, so they have outsourced the website build.
Clarke’s daughter, a graphic artist, is responsible for the web design. Clarke has previously worked as writer and editor at a number of Australian titles, including Who Weekly, In Style, The Australian Financial Review Magazine and the Sydney Morning Herald. Brouard has worked as editor on New Woman and Pink Ribbon magazine. The launch edition of the online magazine features over 100 online retailers.
Clarke told Mumbrella: “Bellaloopa was born out of my passion for online shopping. I met Josephine Brouard, another keen online shopper, when we both worked for Cleo Magazine, and we decided to use our extensive media experience and the infinite production possibilities of the internet, to create a magazine that had the high-production values of a glossy magazine, and the easy ‘click-through’ technology that directs readers to the e-tailer point of sale for any item in the magazine.”
The revenue model is through targeted display on site. The magazine also offers advertisers solus with full-page ads in the run of the book, as well as banners on the webpage.
It’s a… PDF on website? Next time start with a UX expert… if there is a next time.
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do you reckon maybe these people are also friends of mumbrella? also its not an e-commerce site at all, you cant buy from it! It just links to other sites from an Issu run PDF, how is this remotely news? I call total bullshit on this one Mumbrella, you are usually very quick to judge everyone else in this industry, fess up bitches
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Hi Richie,
You may be confusing news with comment.
We haven’t stated a view either way on the viability of the business model of the site. We’ve reported its launch.
And to answer your question, as far as I know, none of us have met, or spoken to, the team behind the site until thy sent us a press release announcing its launch and we rang them to find out more.
If it’s not worth us writing about it, I do wonder why you’re bothering to comment on it?
Cheers,
Tim – Mumbrella