Gilt Groupe announced Wednesday that it would partner with GQ for its upcoming full-price men’s Website.
Parkandbond.com, slated to go live later this summer, will feature a GQ online store with products ripped from the pages of the magazine. Starting with the September issue, items for sale on the site will be designated in an ad and compiled on GQ.com. Both will direct readers to Park & Bond for purchase.
“This is a natural partnership for us, and a great way for us to get our feet wet in the world of e-commerce, but in the end what matters is that it serves our readers,” said Jim Nelson, editor-in-chief of GQ, a Condé Nast publication, in a statement.
Park & Bond will sell about 80 brands, including Alexander McQueen, Isaia, Etro, Paul Smith, Neil Barrett, Common Projects, Brooks Brothers and Florsheim by Duckie Brown.
This is the latest such announcement in men’s online retail.
Cladmen.com, a site owned by J.C. Penney Co. Inc. also set to launch later this summer, struck a deal with Esquire magazine to create fashion content. The magazine would feature QR codes that would direct readers to the Website and Esquire.com would have links. In return, Clad would post editorial content, both new and previously published.
At the Men’s Wear CEO Summit in March, David Granger, editor-in-chief of Esquire, a Hearst publication, said the site would help readers by directing them to a single purchase point.
“We needed to reach out beyond our current audience,” he said. “We need to make fuller use of our expensive content. Our content shouldn’t go away after each month. This is a way to further monetize it. I truly believe commerce is going to be an important part of every magazine’s life.”