5 Questions—and Answers!—With Rue La La's New Fashion Editorial Director Jackie Nasser
One of the newest faces at Rue La La, one of our favorite flash sale sites, is Jackie Nasser, the shopping portal's just-appointed Fashion Editorial Director. If you recognize Nasser's name and face, it's probably because she spent years leading the charge at StyleFind, InStyle's shopping site. Nasser's also held positions as the Senior Fashion Editor at Lucky, a launch editor of AOL's StyleList, Senior Fashion Editor at ElleGirl, Elle Accessories, and Elle.com.
We caught up with Nasser to find out what exciting projects she'll be working on at Rue La La and she talked with us about the intersection of retail and editorial, her personal best-ever Rue La La score, and more!
StyleBistro: You've done everything in the industry—from traditional print to digital fashion editorial to online edit-retail partnerships. From your own experience, what are the best (and worst?) aspects of each medium and what are some of the most relevant key insights you'll be bringing with you to Rue La La?
Jackie Nasser: Each medium has its own unique advantages and challenges. I’m looking forward to continuing to develop Rue La La’s editorial and creative voice and building out a fun, informative and interactive shopping experience for our members. We work with a variety of amazing brands and I am excited to work closely with our partners to create looks and content that appeal to every taste.
One of the things I love about working with digital content is the immediacy—you have to stay on top of the day’s stories and trends—and this fits hand in hand with the urgency that drives our members' shopping experience. All favorite looks or items you love can be accessed through a fun shopping environment immediately accessible on your desktop or smartphone! It’s definitely an exciting space to be working in.
StyleBistro: So many e-commerce and flash sale sites have made inroads into creating their own editorial content over the last few years. What are some things you've seen companies do right and some things you've seen companies do wrong? And can you give us a hint about what new and exciting things we'll be seeing on Rue La La in the near future?
Jackie Nasser: There are two extremely important things that I think ecommerce sites should keep in mind. One is knowing your medium and two is listening to your consumer. There is so much flexibility and immediacy in ecommerce and this should be used to try new things. At Rue La La, we care deeply about the member experience—I am always listening to comments and tweaking editorial content to deliver what they want. We are continuously developing and launching features and programs to continue to enhance and innovate the shopping experience. I am excited to be part of more and more of that over the coming year.
StyleBistro: What is your number-one Rue La La fashion or accessories score of all time?
Jackie Nasser: Vintage Chanel earrings. They are perfect, I fell in love immediately and it was the first thing I bought when I started at Rue. I was on the site right at 11 a.m. like everyone else to make sure I didn’t miss out!
StyleBistro: Who is the Rue La La shopper and how does she currently consumer her fashion media? What gaps in her edit-retail experience will Rue La La's in-house editorial fill?
Jackie Nasser: The Rue La La member is someone who knows the trends and wants to be savvy and smart about incorporating them into his or her wardrobe. They’re looking both for inspiration and practical tips—and our goal is to help them understand how to make the trends their own.
Our members are consuming fashion media everywhere and anywhere—whether via mobile or tablet, magazines or television shows. They always have an eye out for looks and things that inspire their wardrobes and lives. Even better, they can shop directly via mobile devices (satisfying the “want it now” feeling) while knowing they are getting a great deal on a quality product.
StyleBistro: Culling from all your years of professional experience, what are the three things you hear most from readers and customers that they want—and do you have tips to help them solve these problems?
Jackie Nasser: The question I hear all the time is how to make style more approachable and take what’s on the runway into everyday. So many people are afraid of the trends—that’s not to say that you should go out and wear them all at once and change over your wardrobe every season—but it’s learning how to incorporate them in a way that works for you. Another question we hear frequently is dressing for your body type… when skinny jeans were first popular I can’t tell you how many questions I received! The best advice I have is to make sure you’re comfortable and confident in what you’re wearing. It truly makes all the difference!