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Gap lets consumers buy apparel via Glamour iPad app

March 10, 2011

Conde Nast’s Glamour magazine has partnered with The Gap Inc. to produce a reality show for the iPad that features the retailer’s new spring collection that readers can buy via the application.

The Glamour Girls reality show application incorporates Gap’s spring collection looks. The show is available as a free download within the Glamour application.

“The strategy was to utilize the new digital distribution channels to their fullest by creating an original series – Glamour Girls – exclusively for the iPad,” said Leslie Russo, group associate publisher of brand development at Glamour, New York. “Glamour is not just a magazine but a multi-faceted brand that provides premium content – whether it be in print, online or a mobile device. 

“For the first time, we have the opportunity to reach our audience with sight, sound and motion,” she said.
Glamour features articles and advice for young women interested in fashion, beauty and a contemporary lifestyle.

Gap is an American clothing and accessories retailer based in San Francisco, and founded in 1969 by Donald and Doris Fisher. The company, which operates 3,465 stores worldwide, has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta.

Fashionable life
The reality show series consists of four 10-minute episodes revolving around four women working on Glamour’s spring ad campaign.

The Glamour Girls series is sponsored by Gap

Readers can shop looks via the application

When readers open the application they can tap on a Glamour Girl to shop her looks.

Readers can choose their favorite look and tap on it to shop

Once users choose the look they like best, they are redirected to Gap’s Web site to buy the items.

“The Gap was a co-producer with Glamour on this project and was the perfect partner given its forward-thinking approach to digital technology,” Ms. Russo said. “In the past when you watched TV and saw a product placement or commercial for a brand, you were missing the final step of being able to pause and buy the item right there. 

“With mobile technology, that gap – no pun intended – has been closed where consumers can shop Gap items that they watched during the program,” she said.

Mobile glamour
In addition to letting readers shop the spring collection, users can enter to win a trip for two to New York City and a $1,500 Gap shopping spree with the cast of Glamour Girls.

Glamour and Gap are getting the word out about the new reality show via its community, ad campaign in print and in the publication’s April iPad edition.

Additionally, Glamour is using its social media outlets such as Facebook, Twitter and our glambassador and blogger network.

“Mobile plays a huge role – we were the first women’s fashion and beauty magazine to be on the iPad and smartphone,” Ms. Russo said. “And as the number of mobile devices grows, our content has more and more ways to reach our audience.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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