Time Inc's recent spate of ecommerce investments across its brands shows no signs of slowing after the publisher of InStyle and Marie Claire today announced it has invested in visual search engine Snap Fashion.
The app, which has partners including Selfridges, Liberty, Harrods and Urban Outfitters, lets consumers search, browse and purchase fashion items that are inspired by photos they’ve found online or taken on their mobile devices.
Time Inc's investment comes as it looks to deepen its insights on fashion loving audiences and deliver strategic benefits to its fashion titles.
Neil Robinson, Time Inc UK's digital director, who will be taking a seat on the Snap Fashion board, said the app has the potential to "revolutionise online shopping" and to "transform the e-commerce capabilities" of its fashion brands.
"We have been hugely impressed by founder Jenny Griffiths and the opportunities we have to take Snap Fashion into new retail sectors and services for advertisers. We are very excited about the new initiatives we will be working on together in future," he added.
In January, the publisher invested in online fashion marketplace Keaton Row, and last month launched an ecommerce venture for design, fashion and lifestyle title Wallpaper.
Time Inc's Marie Claire title has also partnered with Ocado to create a branded beauty business which has seen head of buying for beauty and accessories at John Lewis Amanda Scott join the publisher to head up the endeavour.