New Look Online Merchandising Strategy

A loyal reader at a multichannel retailer forwarded me this link --- visit the New Look website, to take a peek.

Next, click on View The Gold Look collection. You'll see what appears to be a table, with a magazine that you can open. Drag your mouse over the lower right hand portion of the screen, and thumb through the publication. You'll see merchandise and prices, features on designers and movie stars, and a list of stores that stock the merchandise featured in the "publication".

Is this a brilliant way to advertise merchandise, or is this an attempt to make the web function like the paper-based world? Your thoughts?