Gilt Groupe is going all in when it comes to branded editorial content. Following their Ruth Reichl-helmed launch of foodie site Gilt Taste, the flash sale leader has announced they’ll be partnering with GQ on a new men’s site, Park & Bond, to launch this summer.
Similar to its strategy with Gilt Taste, Gilt has a plan for Park & Bond that includes a strong editorial component right from the start. An online store within Park & Bond will feature products picked by GQ editors, while the magazine will promote the retail venture both in print and online.
The fiscal relationship between GQ and Gilt for this partnership is confidential, but we imagine that, as is often the case with branded content, the deal means cash for the magazine and instant style-credibility for Park & Bond. What do you think? Would you, or a man you know, be more likely to buy GQ-approved flash sale apparel?