Amazon's Echo Look taps into Vogue and GQ for style help

Magazines are constantly looking at ways to bridge the gap between their paper-based and digital audiences, especially with an ecommerce slant, which has demonstrated its potential in a number of innovative areas, including augmented reality. Now, Condé Nast fashion bibles Vogue and GQ are experimenting with content on the exclusive Amazon Echo Look, which is basically Alexa with a camera (and is only available to purchase by invitation at this stage). From February 19, readers can take a selfie with the Look, send it to the app and get a host of celebrity and fashion content in return, some of which they can buy through the app, with Condé Nast getting a cut of the sale. The content will be updated once a week by Condé Nast and Amazon employees, and while it's not clear how many customers the glossy titles hope to reach through the project, Vogue's digital director Anna-Lisa Yabsley revealed that the experiment was prompted largely because more and more readers are asking for help in choosing products. Plus, Condé Nast has previously identified ecommerce as a key growth area for 2018.