Mamamia is adding to its current network of coverage, pushing into the fashion and style category to connect with editorial eyes and commercial partners.

In the first collaboration with newly created consultancy business Broad, the publisher unveiled research on the influences and levers on retail fashion and homewares spending by the Australian female consumer.

The results found building self-confidence and feelings of stylishness drive the retail dollar, and as such brands that aim to build a long-term profitable relationship with female customers must invest in boosting the customer's self-perception.

Current fashion and lifestyle media aren’t engaging two thirds of consumers, the new whitepaper found. Many women feel left out of the content available to them, not quite connecting to high-end fashion advertorial content, such as spreads seen in Vogue or Elle.

Mamamia has identified this gap in the market as an area of opportunity for both editorial content and commercial partnerships and will push more into the fashion category with the launch of a new vertical on its site.

It's current verticals include news, entertainment, lifestyle, parenting, beauty and style, health, relationships and video. The beauty and style vertical will have a bigger presence on the site over the next six months.

Managing director Kylie Rogers tells AdNews the introduction of more fashion content reflects Mamamia’s research journey.

Broad social researcher Tegan Gilchrist says while fashion and style has always been an element of what Mamamia promises, the female-first publisher will now invest heavily in the area.