E-commerce start-ups selling designer fashion items may be in for a series of buy-outs from large fashion magazines looking to hedge their revenue streams by selling products in connection with standard editorial content. The New York Times reports:
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.
Earlier this month, GQ teamed up with Gilt to launch Park & Bond, an e-commerce/editorial mixed site that has GQ recommending various fashion articles for sale.
If other magazines catch on — which is very likely given the recent downturn in the print mag revenue model — it looks like e-commerce entrepreneurs who have spliced editorial content with product offerings are in for a wave of venture financing (with the exit goal of interesting a major fashion mag to buy out the operation).
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