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Announced March 19 deal between Elle parent Hachette Filipacchi Media U.S. and Cambridge, Mass.-based "personal shopping engine" STYLEFEEDER.COM gives "ELLE.COM visitors personal product recommendations as well as direct shopping functionality" that also extends to other HFM Web sites. This "personalized recommendation system" is, at best, only mildly good news now because fashion retail has been hit hard by the recession, but credit HFM president/ceo (since September 2008) Alain Lemarchand for looking ahead to when better economic conditions return. Time will tell as to whether this strategy and his renaming such executives as Elle senior vp/publishing director (since March 2002) Carol Smith "chief brand officer" (min, March 9, 2009) is smart. Also... Lemarchand's 1999-2008 predecessor Jack Kliger came to the Kelly Gang's St. Patrick's Day benefit and donated a bottle of wine from his valuable collection (photograph is on MINONLINE.COM).