Magazines Begin to Sell the Fashion They Review (

The New York Times ~ MEDIA


In Esquire’s September issue, David Granger, the magazine’s editor in chief, invites readers to check out, a site starting in October that will sell items like a $228 pair of chukka boots from Cole Haan or a $795 suit from Michael Kors, specifically selected by the magazine.

And fashionistas who are following the latest runway collections being shown this month have the opportunity, beginning this season, to buy some of those looks, from designers like Diane von Furstenberg, Marc Jacobs and Derek Lam, right from the Web site of Vogue magazine.

A floral printed romper from Ms. Von Furstenberg’s show can be ordered for $498. A leather coat from Mr. Jacobs costs $5,900. And as the site notes, “Vogue may receive a commission on some sales made through this service.”

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.


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