Women’s Wear Daily
04.18.2014
fashion-memopad
fashion-memopad

Memo Pad: The Hilfigers Settle In... GQ Goes E-tail...

"The Hilfigers," a fictional all-American family, are settling in at home in Tommy Hilfiger's fall-winter campaign.

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GQ GOES E-TAIL: GQ is set to test the waters of e-commerce via a partnership with Park & Bond, the new full-price men’s site from Gilt Groupe Inc. that will launch later this summer. Park & Bond will operate a GQ boutique on its main site, selling product chosen from the pages of GQ by its editors. The initial deal is for the six months from September to February.

“This is a natural partnership for us, and a great way for us to get our feet wet in the world of e-commerce,” said GQ editor in chief Jim Nelson.

GQ will select about a dozen fashion items a month to feature on a dedicated microsite on gq.com, which will link to the boutique at Parkandbond.com. The e-tailer will handle the logistics of selling and shipping the product.

An exact date has yet to be determined for the site to go live. The selected items will be designated in-book as well as compiled on gq.com, directing readers to shop the boutique on line.

“It was important to us to maintain the editorial integrity of our fashion pages,” said Michael Hainey, deputy editor at GQ. “We have a very clear central mission to create a magazine and produce great journalism, but like all of us in publishing we are looking at other business opportunities.”

GQ will receive a revenue stream from the deal but both parties declined to spell out the nature of the business relationship.

The new partnership echoes a previously formed one between Esquire and Clad, a men’s e-commerce site owned by J.C. Penney Co. Inc. that will also launch later this summer. Esquire’s editorial team is curating product on that site and will link some product on esquire.com to Clad.

The main Park & Bond site will sell about 80 designer and premium labels, including Paul Smith, Alexander McQeen, Isaia, Etro, Thomas Pink, Vince, Theory and Brooks Brothers.

 

“Park & Bond will be the ultimate resource for men’s retail, and who better to join forces with than GQ, the indisputable authority on men’s style for the past 50 years,” said John Auerbach, president of Park & Bond.

DAVID LIPKE

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