STEPPING FROM THE PAGES OF A MAGAZINE: Maybe Jos. A. Bank would like to hook up with GQ?
In the latest incarnation of editorial merging with e-commerce, Men’s Wearhouse has teamed up with Esquire to launch the Esquire Ultimate Shirt and Tie Collection. The line of men’s dress shirts and ties, which sport the Esquire label, is currently rolling out to Men’s Wearhouse stores and will also be available online. The assortment, which was chosen by the editors of the magazine, retails for $79.50 for shirts and $59.50 for ties.
There are 10 different shirt styles and the silhouette is slim. The neckwear was chosen to complement the shirts, is available in 38 patterns and includes both knits and wovens. The shirts are manufactured by LF USA and the neckwear by Bespoke.
The collection is merchandised with a “Two-Minute Guide” hangtag, offering tips on how to choose the best shirt and tie combinations. In addition, each collar stay features an Esquire “rule” from its manifesto, “The Rules, A Man’s Guide to Life.”
Tony Finocchiaro, senior vice president of tailored clothing for The Men’s Wearhouse Inc., said Esquire approached the retailer with the idea, and the company thought it was worth a try. “We love the product,” he said, “and think it’s great to be associated with the Esquire brand.” He said the plan is to continue the collaboration into next year, and Men’s Wearhouse has already placed orders for spring. Glen Ellen Brown, vice president of brand development for Hearst Magazines, Esquire’s parent, said this is the first time the Esquire name has appeared on apparel. “Our mission is to find appropriate partners with which to license brand extensions for our magazines.” She said Esquire is the “authority on style and substance and can help the male consumer put things together,” so extending its reach into apparel makes sense.
Two years ago, the magazine paired up with J.C. Penney on a Web site called Clad in which editors selected items alongside Clad’s buying teams, which were promoted in special sections in the magazine and sold on the Clad site. But the site was shuttered three months after launching during Penney’s sweeping overhaul of its operations and strategy under former chief executive officer Ron Johnson.