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Monday June 17, 2019


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Condé Nast’s Glamour Builds iPad E-Tail Series with The Gap

Condé Nast’s Glamour is allowing users to buy products strategically placed on programs with the click of a button through their new original reality series produced exclusively for the iPad.  Viewers will be able to pause the program and buy clothing worn by the characters directly from Gap.com.

The series, called “Glamour Girls,” focuses on the careers of four women in the fashion industry.  The series is attempting to integrate a sponsor’s products seamlessly into Glamour’s content.  Each of the episodes are 10-12 minutes long.  Viewers can “Shop the Looks” at anytime during the episode and are also provided with Gap discounts and promotions.

The audience will be much smaller than Glamour’s 2.3 million print subscribers.  Senior vice president and publishing director for Condé Nast Publications, William Wackermann, said, “This is cracking the code – finding a way to integrate products organically in the storytelling and actually having it be of value to the reader.”

The New York Times

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