Gilt Groupe is moving beyond sample sales and daily deals with Park & Bond, an online men’s clothing store with a hefty dose of editorial content.
The site sells clothing, accessories and footwear from a variety of men’s luxury designers. A section called “The Intersection” includes articles, advice and how-tos, recipes and other content. Many of the features include buy links and curated selections of products: “How to Deliver an Unforgettable Two-Minute Toast,” for instance, consists of nine tips followed by “Shop the Story,” a selection of items like belts, dress shirts and shoes with buy links. An article about making BBQ ribs links to Gilt Taste, where users can buy the organic spare ribs featured in the recipe.
Park & Bond is not the only menswear site to add magazine-like editorial content: J. Crew, for instance, launched “Jack Knows Best,” a men’s style advice column, in 2009. But Park & Bond may be the first to launch a partnership with an actual magazine: Starting with the September issue, GQ will feature a selection of Park & Bond items in its pages and on GQ.com, driving readers to a special GQ store on Park & Bond to purchase.