Esquire, the oldest men’s fashion magazine on newsstands today, is just four months away from becoming a 21st century medium, said editor in chief David Granger.
The timing is linked to the launch of a new men’s style and e-commerce site, Clad.com, a wholly owned subsidiary of J.C. Penney Co. Inc. Esquire plans to provide its editorial expertise to Clad, and in some cases, the items shown on Esquire.com can be purchased via a link to Clad. But this partnership doesn’t mean Esquire will be trying to sell JCPenney merchandise. Clad has the financial backing of JCPenney, but the site will feature a range of brands that have yet to be revealed, said Will Swillie, who is president of the site.
In developing the site, Swillie worked with consultants to try and figure out where the “white space was” online and who Clad’s customer will be. Clad will be aimed at men aged 24 to 54 who spend an average of $3,300 a year on men’s wear (the average man spends $1,800 a year on clothing). “Our target guy is an extrovert that is frustrated about his apparel choices and wants to know how to pull it all together — that’s where Esquire comes in.” The site will offer a wide variety of price points. “Fit is the biggest frustration online, so we’ll have a unique sizing tool,” Swillie noted.
Esquire’s team will lend editorial expertise to the site and produce 16-page quarterly promotional magazines. “Who are we as Clad to tell the dresser what and how to do something?” said Swillie, adding that Esquire will provide that credibility. “The Clad customer is willing to accept general advice, but he does have a particular sense of style. The idea is to create a destination site that has easy shipping and returns.” He stressed that Clad is a standalone e-commerce business and Esquire will not be responsible for merchandising. “But as the magazine is paginated and they are doing a story on great shearling outerwear, we’ll want to make sure we’re doing something on that too,” said Swillie.
Granger said that Esquire has made various attempts at e-commerce, but nothing really stuck. In March, he created the Esquire Collection, which provided “the 25 items that you need to get by.” The magazine printed barcodes on its pages and readers could scan them using their mobile phones to make an instant purchase via that brand’s Web site. “I’m sure there were tens of thousands of scans, but it was too complicated and I’m not sure how much product we moved,” Granger said. “I bet it wasn’t very much.”
He said Clad will have an ever changing menu of content from the magazine, both current and historical, and the biannually published Big Black Book, but he won’t shape future editorial by what’s posted on Clad.
“We’ll have some editorial voice on Clad, and if it happens to be that what the fashion team is doing is also on Clad, we’ll direct people to make purchases,” said Granger. But not everything on Esquire will be available on Clad. “What we create and print has relevance far beyond one month,” Granger said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)