Hudson’s Bay has added some Flare to its spring fashion collection.
The iconic Canadian retailer has partnered with the Rogers Publishing title to create a 24-page insert, “Flare x Hudson’s Bay – 119 fresh finds for spring,” that comes poly-bagged with the fashion title’s April issue.
The “look book” is also available via Flare’s digital edition, while a dedicated tab on Flare.com takes readers to a microsite offering a behind-the-scenes look at the insert as well as related videos.
Created by Flare’s editorial and art teams, the insert utilizes a content-based approach and features several leading brands available at Hudson’s Bay – including Kate Spade, Nike, Marc Jacobs and Erin Kleinberg.
The content is divided into sections including “Sporting whites,” “Boho bazaar,” “True blues” and “Fringe fest,” and is a blend of product shots and designer Q&As. Ads for Topshop and Hudson’s Bay appear on the inside front and outside back covers, respectively.
“We’ve taken our editorial voice, look and feel, because we know that’s what our audience wants to see, and lent it to a brand it makes sense for,” said Melissa Ahlstrand, group publisher, fashion and beauty for Flare, Hello! Canada and Cosmetics.
It is emblematic of the type of work Rogers Publishing wants to do with its advertising partners, said Ahlstrand, citing programs such as Metro’s recent “Kitchen Apprentice” partnership with Chatelaine.
“There’s been a movement across all of the Rogers Publishing brands to offer advertisers more rich, custom, integrated packages that often include content,” she said. “We feel this is the best way to reach audiences and what clients want these days. We’re open for business for those kinds of conversations.”
In February, Flare introduced the first in a series of what are known internally as “quick and dirty” themed digital magazines, which are free for Next Issue subscribers and cost $1.99 on iTunes. While the debut issue was not sponsored, Ahlstrand said that Flare plans to open up future editions to advertisers.
“Generally advertisers came to brands because of the editorial alignment and to reach certain audiences, but we’ve realized we can make the connection even closer by doing more custom and integrated partnerships,” she said.
Marketing is also owned by Rogers Publishing.
