Park & Bond is about to gain a higher profile.
The December issue of GQ will feature the first print advertising campaign in the history of Gilt Groupe, an eight-page insert for its full-price men’s site, Park & Bond, which launched in early August.
This story first appeared in the November 10, 2011 issue of WWD. Subscribe Today.
“We wanted to start with Park & Bond because it has perpetual inventory,” said John Auerbach, Park & Bond president, of the ad campaign. “That makes it easier than flash inventory.”
Tyler Thoreson, head of editorial and creative for Park & Bond, said the company saw a 40 percent jump in social media referrals from September through October, as consumers sought out the advice and opinion offered on the site. “And content drives conversion,” Thoreson said. “When we make the extra effort to show them something that is shot and styled, we really see a strong response. And it’s an entry point to the site.”
“There’s a big opportunity for men’s wear,” said Auerbach. “Not a lot of companies do it well. But we have such dominance with Gilt Man [the company’s flash site] that we felt like there was a vacuum.”
He said since the launch, consumers have responded most strongly to the advanced designer offering, along with contemporary vendors, accessories and shoes. Grooming products have also been popular. “It’s a very fashion-forward customer. But we feel like we’ve just scratched the surface.”
The GQ ad campaign launches next week. The magazine is expected to hit newsstands on Nov. 15, and the campaign will be used digitally in the spring.
It was conceived by Laird + Partners, shot in the studio and on the streets of New York by Jennifer Livingston and styled by Gilt Man style director Josh Peskowitz. The model Arthur K. is featured in the insert, which shows a variety of dressy and casual outfits. For example, one spread is called “Freak and Geek,” another is “Neat and Street.”
Park & Bond, whose tag line is “the intersection of content and commerce,” hosts a GQ online store where customers can purchase items featured in the magazine. The site offers more than 100 brands, including Alexander McQueen, Isaia, Etro, Paul Smith, N.Hoolywood, Thom Browne, Thomas Pink, Todd Snyder and Theory.