Yesterday, we reported on news that Condé Nast was considering licensing partnerships as a way to create additional revenue streams. Despite skepticism over Condé boss Si Newhouse‘s interest in such plans, it looks like these sorts of deals are not that far away.
This week, two Condé Nast titles are rolling out new partnerships with two e-commerce sites, WWD reports today.
Shopping magazine Lucky will unveil its pairing with theOutnet.com, Net-a-porter’s outlet site, on Friday, with a new series of flash sales exclusively with the title. The sales, promoted on luckymag.com and in Lucky‘s February issue, will be accessible to Lucky newsletter subscribers only. The sales will feature discounted items available for a limited time, whose prices decrease as the clock counts down.
Additionally, fashion bible Vogue has paired with members-only e-commerce site Gilt Groupe to offer ready-to-wear looks under $500, based on the magazine’s “Steal of the Month” page. The sale, which runs through January 18, even includes links to photos and stories on Vogue.com and a place to subscribe to the magazine.
For these two titles, these partnerships seem like natural extension of the brands, providing Condé with extra cash while not diluting the brand. In return, these e-commerce sites get publicity in national magazines, the opportunity for new customers and a way to set them apart from their competitors. Seems like win-win. And we’d much rather see pubs trying to make money this way rather than starting a wine club. Maybe they’ll even try launching their own e-commerce sites, like DailyCandy did last year with Swirl.
Read More: Vogue and Lucky Launch Partnerships –WWD
Previously: How To Lose Your Brand Identity And Influence Consumers: A Condé Story