Dive Brief:
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Glamour magazine will launch fashion retail e-commerce efforts in the UK and U.S. this year, Condé Nast International president and director of brand development Karina Dobrotvorskaya told Women’s Wear Daily.
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Dobrotvorskaya didn’t give details, but the company has experimented with pop-ups and other fashion retail ventures.
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Sears and Hearst publication Seventeen magazine launched a partnership last summer to offer teen girls apparel in shop-in-shops and online.
Dive Insight:
There are few details about Condé Nast’s initiative, but its push into e-commerce has been in the works for at least two years. Glamour itself is expanding into new markets, including Iceland, and international editions like Glamour Spain have held events in partnership with retailers with success.
“Glamour is traditionally our highest circulation magazine. It’s extremely successful,” Dobrotvorskaya told Women’s Wear Daily. “We are trying to better understand our current readers. Today we discussed, for instance, whether ‘do’s and don’t’ are still relevant, whether the modern Glamour should just say ‘do’ to be positive.”