The 5 Magazines That Will Now Sell You Things (Directly)


Clad by Esquire

Cladmen.com, Esquire’s new retail site.

Magazines are increasingly entering the world of retail. We’ve already noted how men’s publications in particular have embraced the commercial side of the fashion industry; now the movement seems to be spreading across the board.  Take a look at all the fashion mags that, well, want to sell you what they used to merely editorialize:

1. Next month Esquire is launching Clad, a high-end menswear site featuring items chosen by the magazine.

2. GQ‘s editorial team, meanwhile, has already joined forces with Gilt Groupe on Park & Bond, a highly-curated, full retail menswear site.

3. The editors from Details are also getting into the game, with an upcoming collaboration with Mr. Porter, the men’s side of online luxury retailer Net-a-Porter.  The mag’s editors will be selecting looks to be specially featured on the site.

4. After the most recent Fashion Week, Vogue partnered with e-commerce site Moda Operandi to introduce partly-shoppable show coverage, with readers able to pre-order Spring 2012 looks from designers like Phillip Lim and Diane von Furstenberg.

5. Though details are still sparse, Style.com is also going to launch an e-commerce venture, sometime in November this year.

What’ll be interesting to follow, should more magazines begin to sell their fashion, is a possible face-off between department stores and the magazines they once used as platforms for advertising.  With the editorial world making its way into the retail realm, the two factions will be competing for the same consumers — shoppers who are getting ever-savvier with their variety of choices.