Magazines Selling Fashion, Turf War With Retailers

Magazines Begin to Sell the Fashion They Review

A turf war is emerging in the fashion industry between retailers and fashion magazines with retail and editorial lines blurrier than ever.

This article in the New York Times details the emerging trend.

Highlights from the article:

Vogue is working with Moda Operandi where customers can pre-order runway looks right from Vogue magazine website. will start selling clothes in November

Details editors will soon start selecting items to sell on Mr. Porter, the men’s version of Net-a-Porter.

Magazines typically get a small portion of sales, or a fee for the number of shoppers they send to the e-commerce sites

Esquire editor David Granger “What magazines have always done is to create desire in consumers, the next logical step is to fulfill that desire by selling the product. If we don’t do it, somebody else is going to. The biggest reason is that magazines don’t want to get left behind.”

Magazines are making a move because retailers have been encroaching on their territory with magazine-like catalogs and websites. The new Barneys catalogs, photographed by big names like Juergen Teller, look more like an issue of W, with clothes shown on New York celebrities, and shopping online at Net-a-Porter looks more like flipping through the pages of Harper’s Bazaar.

Esquire is starting highly ambitious new e-commerce venture calling Clad. An insert in Esquire’s September issue resembled more of a catalog than a magazine, with bar codes next to some items that readers should eventually be able to scan to buy.

Lucky editor Brandon Holley “A reader should not have to go out searching for a product that Lucky recommends. If I’m showing you a great boot online, and you can’t buy it right there, that’s not all right anymore. The reader expects to be able to buy it where she sees it.”

Saks Fifth Avenue and Neiman Marcus have started their own flash sales after sites like Gilt Group and HauteLook.

Bergdorf Goodman is putting their popular trunk shows online

Aslaug Magnusdottir co-founder of Moda Operandi “The consumer becomes the buyer. They are no longer dependent on a traditional retailer to make their selections for them.”

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