Why Time Inc. invested in visual search engine Snap Fashion

Snap Fashion is a London-based website and series of apps designed to let people upload images of clothing items. Its software then mines a database of more than 250 retailers to find a store that has the item.
Time joins a line of other publishers including Gawker, Condé Nast and — perhaps the biggest success story in this area — the Daily Mail with Femail Fashion Finder, which lets readers buy clothes and accessories inspired by their favorite celebrities’ outfits was rolled out in the U.S earlier this year. It has reportedly driven £800,000 ($1.2 million) in monthly sales directly to retailers, with the Mail taking a small commission from each sale.
http://digiday.com/publishers/time-inc-invested-visual-search-engine-snap-fashion/