Details magazine has partnered with retailer Banana Republic for a fall campaign using in-store displays, a microsite and takeaway “look cards” to promote the Details Men’s Style Manual and Banana Republic’s The Modern Essentials sales event.
Banana Republic has been a longtime advertiser in Details, which has a target audience of young, affluent, metropolitan men who like to shop. The magazine’s rate base is 425,000.
“Our readers shop, and shop often,” said Steve DeLuca, VP and publisher of Details. “This partnership allows Details to get significant brand exposure and lends our style advice to Banana Republic’s The Modern Essentials sale.”
Displays offering shoppers the opportunity to subscribe to Details will be placed in 400 Banana Republic stores throughout the US and Canada from September 10 to September 17. A promotional microsite will also provide opportunities to subscribe to Details. Web site visitors will be an important metric to gauge the success of the promotion.
“This is unique because it is a true asset exchange,” DeLuca continued. “We are providing valuable content in the means of style advice that will ultimately drive sales of apparel, [while] Banana Republic is providing valuable space inside its more than 400 stores where Details will receive significant brand exposure.”