GLAMOUR GOES SHOPPING: Glamour is getting ready to take the leap into e-commerce in some form this year, starting in the U.K. and the U.S. While details remain sparse, Karina Dobrotvorskaya, president and editorial director of brand development at Condé Nast International, revealed the plans last week to WWD at a party in Paris celebrating the annual two-day meeting of all the editors in chief of the 16 Glamour editions worldwide. “It’s a common project of CNI and Condé Nast U.S.,” she said of the e-commerce initiative, which also will involve some of the publisher’s other titles. “It will start in the U.K. and the U.S. later this year and then spread to all markets.”
Other Glamour-ous projects include a pop-up café in four German cities in November, in partnership with fashion brands, and there are possible upcoming initiatives involving celebrities taking over Glamour Instagram feeds. A new Glamour edition is in the works in Iceland.
“Glamour is traditionally our highest circulation magazine. It’s extremely successful,” Dobrotvorskaya said. “We are trying to better understand our current readers. Today we discussed, for instance, whether ‘do’s and don’t’ are still relevant, whether the modern Glamour should just say ‘do’ to be positive.”
Monica Salgado, editor in chief of Brazilian Glamour, was inspired by Glamour Spain’s “interesting” initiative involving a street-style show sponsored by department store El Corte Inglés where readers could apply to model on the catwalk. “We could replicate this in Brazil,” she said.