The service, the brainchild of founding directors Fran and Mary Cronin, will provide product images and information online to journalists as an alternative to expensive promotional material sent by post.
The site, which launches to the press on 15 July, will be aimed at PROs representing fashion and lifestyle brands, said Fran Cronin.
‘It’s for anyone who’s got a brand and wants to get it featured in the press. And if [as a journalist] you’re writing about how turquoise is the new black, you can use the site to do a cross-library search and find a product that’s coloured turquoise,’ she added.
Its creators claim elookbook.com will save PR agencies money and provide journalists with a 24-hour portal to browse collections and call up items direct from agencies online.
Cronin said a four-page ‘book’ on the site with eight to 12 images would cost £60 a month. To post the book to 250 people would cost around £80. The unit costs come down when more books are posted on the site.
She said the site would also provide information on how many hits specific pages receive. Agencies can also choose who has access to their material.
‘There is no competitor. There are as many different websites as there are brands,’ said Cronin. ‘But there is no one place where you can go to see brands together.’
Raoul Shah, MD of fashion PR agency Exposure Communications, said: ‘We encourage all our clients and media to come in and look at collections. But if it’s another way of making journalists’ lives easier, all the better.’