It’s said that you can’t teach an old dog new tricks, and yet old fashion media seems intent on proving such adages wrong.
Taking a leaf out of the book of new fashion media, the old faithfuls are now turning to the likes of affiliate programs to create an additional source of revenue to sit alongside the advertising they’ve long grown accustomed to.
On Park & Bond, a new e-commerce site for designer men’s wear, Jim Moore, the creative director for GQ, can be found describing a red Calvin Klein turtleneck as “something that can take that gray flannel suit and give it a little bon vivant.” The sweater, which costs $225, is tagged as a GQ Pick, inside the GQ Store.
Fashion magazines are suddenly getting into the retailing business.
While the glossies have long had a reputation for accommodating the designers they cover, sometimes guaranteeing coverage to those who advertise in their pages, a wave of new ventures and partnerships suggests they are willing to go even further by selling the designers’ clothes.
It is a move that is raising some eyebrows in the industry, as magazines like Vogue, GQ and Esquire, struggling to survive in an online world, could potentially become competitors to stores like Saks Fifth Avenue, Neiman Marcus and Barneys New York.
“There are no boundaries anymore,” said Howard Socol, the former chief executive of Barneys and now a consultant. Traditional brick-and-mortar stores that once looked at magazines as a way to sell to affluent customers could now look at them as threats.
Via New York Times.