????身披毛皮圍巾、腳邊放著個Celine大手提袋的斯蒂芬妮?霍巴克祖斯基渾身散發著時髦的氣息。但曾擔任美國大型零售商薩克斯百貨（Saks）營銷總監的霍巴克祖斯基絕不僅僅是位時髦女郎：還不到兩年，霍巴克祖斯基的初創企業StyleHaul就將時尚生活類內容和視頻融入了一個可能利潤豐厚的網絡。

????StyleHaul的視頻十分輕快、包裝鮮明且制作精良，而最值得注意的是，這些視頻都是由外行制作的?，F年34歲的霍巴克祖斯基及其團隊管理著由800名視頻博主、又名播客作者，運營的1,100個頻道。時尚初創公司StyleHaul于今年1月完成了首輪融資，共籌得440萬美元，RezVen Partners公司是其主要投資者。過去9個月里，StyleHaul的規模增長了一倍，目前每月獨立訪問數達到了4,100萬。據了解StyleHaul的人士稱，到今年年底，該公司的收入可能達到1,000萬到1,500萬美元。

????時裝和化妝品公司大都精于營銷，但它們往往不會利用新技術來獲得豐厚利潤。赫斯特出版公司（Hearst Publishers）今年四月推出了Hello Style頻道，發布來自《時尚》（Cosmopolitan）、《時尚芭莎》（Harper's Bazaar）以及《嘉人》（Marie Claire）等雜志的內容。（據稱，為了讓赫斯特出版公司推出這個頻道，YouTube向其支付了1,000萬美元。）媒體網絡公司Glam Media在四年前推出了Brightcove頁面。但調研公司康姆斯科（Comscore）最近的一份報告顯示，美國12至34歲人群每月在StyleHaul上觀看的視頻總時長大大高于Hello Style和Brightcove。今年七月，赫斯特與Glam的用戶在這兩個網站上觀看的視頻總時長分別是大約10萬分鐘和60萬分鐘；而StyleHaul的用戶觀看的視頻總時長長達1.09億分鐘。

????成功的秘訣在哪？StyleHaul的運營模式乍看起來和Machinima.com很像。后者是一家受到核心玩家熱捧的游戲網站，經常播放一些熱門游戲的試玩錄像，有時則是像“洛克人最后完蛋了”這樣的諷刺視頻。Machinima擁有超過1,500萬訂閱用戶，每月觀看數突破10億。有件事并不令人意外，那就是，Machinima的聯合創始人艾倫?德貝沃伊斯和亞倫?德貝沃伊斯同時還和霍巴克祖斯基一同創立了StyleHaul。

????兩家網站都把重心放在了社區參與上，而不是僅僅關注于吸引眼球。同時，他們還為外行制作人充當服務平臺。StyleHaul吸引了許多深諳時尚的“大腕”，或者說是制作人，他們為StyleHaul網絡制作了許多時裝和美容系列短片。StyleHaul在2010年剛剛成立時，霍巴克祖斯基頻頻接觸YouTube上的知名制作人，希望他們能加入StyleHaul，成為會員。不過僅僅過了一年，StyleHaul席卷全球，無數才華橫溢的制作人希望能投身其中，為自己的專屬頻道添磚加瓦?；舭涂俗嫠够Q：“我們的社區充滿激情。我們正在尋找志同道合的人?！盨tyleHaul目前有34名員工，其中8人專門負責篩選合適的合作伙伴。

????Stephanie Horbaczewski, a fur shawl draped over her shoulders and a Celine tote propped at her feet, radiates chic. But the former Saks marketing executive is much more than an impeccable fashionista: in less than two years, Horbaczewski's startup StyleHaulhas fused lifestyle content and video into a potentially lucrative network.

????StyleHaul's videos are crisp, cleanly packaged, well-produced and, most notably, created by outsiders. Horbaczewski, 34, and her team manage a community of 1,100 channels, run by 800 video bloggers -- or vloggers. The fashion startup closed its Series A in January, raising $4.4 million with RezVen Partners taking the lead. The company has doubled in size over the past nine months and now serves an audience of 41 million unique viewers a month. It could bring in between $10 million and $15 million in revenue by the end of this year, according to a person with knowledge of the business.

????As savvy as fashion and beauty firms have been with their marketing, many have struggled to adapt emerging technologies to turn significant profits. Hearst Publishers' launched its Hello Style channel, which features content from brands like Cosmopolitan, Harper's Bazaar, and Marie Claire, in April. (YouTube (GOOG) reportedly paid the company $10 million to launch the channel.) Glam Media launched a Brightcove (BCOV) page four years ago. But both ventures trail StyleHaul drastically in the minutes of video viewed per month among 12-to-34 year olds in the U.S., according to a recent Comscore (SCOR) report. In July, Hearst and Glam viewers watched about 100,000 and 600,000 minutes of video, respectively; StyleHaul kept users watching for a staggering 109 million minutes.

????How? The model for StyleHaul's success seems, well, unlikely: Machinima.com. That site, on which one can watch a trailer of the latest Halo game or the satirical show "Mega Man Dies At The End," is beloved by hardcore video gamers. Machinima has more than 150 million subscribers and over a billion monthly views. Not surprisingly, Machinima co-founders Allen Debevoise and Aaron Debevoise also co-founded StyleHaul with Horbaczewski.

????Both sites focus on community engagement over merely attracting viewers. They also serve as networks for outside producers. StyleHaul hosts fashion-savvy "influencers," or producers, who create style and beauty series for its network. When the company first launched in 2010, Horbaczwski and her team reached out to popular YouTube users in hopes of convincing them to be StyleHaul members. By 2011, the company was overwhelmed with the number of talented applicants hoping to create content for their network. "We're a very passionate community. We're looking for people who share the same, for lack of a better word, ethical standards," says Horbaczewski. Of its 34 employees, eight are dedicated to reviewing StyleHaul influencer applications.