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Fashionable Maven is an information site aimed at the 40-plus market and uses affiliate marketing in an effective way.

The site is editorial-led and aims to reach an audience that is often overlooked by the world of blogging.

The home page is used to direct users to different areas of the site, including ‘People like us’, a section interviewing different women over the age of 40. This use of editorial content gives the users something to relate and aspire to, and also keeps them coming back to the site to read further interviews.

The fashion area of the site is in blog format but clearly states the price and size availability of all products mentioned, and links through to each retailers’ transactional pages for that product, making the buying process simple and easy. Posts are split by product and clicking on an image shows all related product for that particular retailer.

The site cleverly uses affiliate marketing to direct a relevant audience to products they may be interested in, in an honest and interesting way.

The informal tone builds a trusting relationship with the audience and it is this sort of site that can really push relevant traffic numbers to retailers’ and brands’ sites.

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