If Jill Fairchild has her way, when you want to know where to buy clothing or accessories — or even health and beauty products and services — your first source, if not your only source, will be one of her Where To Wear guides. Since she published her first guide in 2000 to New York, she has expanded her brand to cover 16 cities in nine books, each updated annually. The books are available both in bookstores and on her Web site, http://www.wheretowear.com.
Each guide starts with alphabetical reviews of clothing and accessories shops for men, women and children. Listings continue with such related services as spas, beauty parlors and even dry cleaners. The guides end with extensively cross-referenced series of indices for shirts or shoes or vintage fashion. While most the guides focus on one city — London, say, or Paris — some cover the fashion cities of a particular country. Italy includes Rome, Milan and Florence; Australia, Sidney and Melbourne. The books are $14.95 each.
Finding her Web site is easier than finding a book shop that carries all nine volumes. The URL is, of course, mentioned in each volume, but she also has columns in such publications as Departures and In Style, a clickthrough ad on Google, and a variety of links from other fashion-related sites.
An example of one promotional channel Fairchild uses is Vegas.com. If consumers book tickets on the Web site, they are not only offered a chance to buy the Las Vegas edition of Where to Wear, but also a chance to buy a second volume of their choice at a discount.
Mentions and articles in such publications as Vogue Paris, British Vogue, and Harpers & Queen also drive people to the Where to Wear Web site. A piece in Town and Country sent so many prospective purchasers to Fairchild
Network
