Magazine Women’s Health tries out e-commerce with Gilt Groupe
The new trend in magazines may very well be e-commerce. Women’s Health is venturing into new territory with a collaboration with Gilt Groupe. Beginning Jan. 6, about 25 to 30 items, carefully selected by Editor-in-Chief Michele Promaulayko, will be put up for sale, reported WWD.
In a marked contrast from other magazine-sponsored e-commerce initiatives, none of the pieces are drawn from the magazine’s content or website, plus no proceeds will be directed toward the magazine.
Nonetheless, editors will supply Gilt with content in honor of the sale, such as workout advice, abdominal exercise and tips for being organized for the coming year.
“We’ve had a good response to our partnerships with magazines,” Melissa Liebling-Goldberg, editorial director for Gilt.com, said to WWD. “I think it’s become an added bonus to the shopping experience to get that level of guidance and an editorial feel to your shopping.”
Promaulayko termed the collaboration the “natural next step.” The move follows the magazine’s readers from the world of print to the digital world, including social media, apps and Twitter, on which Women’s Health has 682,220 followers, a number higher than Glamour, Shape, Cosmopolitan and Self put together.
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LadyLUX via Women's Health, Gilt Groupe
