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The thing, these days, in the world of e-commerce, is editorial content. It seems it's no longer enough to offer a cool, chic product for sale with a witty description and styling tips—over the last year, online retailers have been racing to hire writers and develop smart accompanying editorial, convinced that this is how to propel their brand forward and convince customers to buy their wares.
At the forefront of this movement is Gilt, with its very excellent men's blog, Gilt MANual—a site that touts style and substance, providing tips and tricks on how to live well. The thing is, we never quite understood how the very cool Gilt MANual brand jived with Gilt.com's off-price last-last-last-season e-tailing experience—until today. WWD reports that Gilt Groupe will launch a full-price men's business that will feature brands "similar to that currently found on Gilt Man," but a "more curated version," said John Auerbach, the newly appointed president of the project.
The site will launch next July to coincide with the first shipments of pre-fall collections. WWD indicates that the new site will also house editorial content. No word on whether Gilt MANual will be folded into the new venture.
· Gilt MANual [Official Site]
· Gilt to launch full-price men's site [WWD]