Dive Brief:
- Fashion brand Michael Kors will partner with Tasting Table, an online food-and-drink magazine, to target content and goods to male shoppers.
- The partnership launched with an article focusing on holiday cocktail recipes, with New York mixologist Joe Campanale wearing the Michael Kors Jetmaster watch.
- Images of the Jetmaster watch and a Michael Kors crewneck pullover Campanale in the feature were instantly shoppable.
Dive Insight:
Michael Kors is taking content to a new demographic (and making it shoppable) with a collaboration with online magazine Tasting Table. The campaign will launch Monday with an article, “Spirited Style,” featuring New York restaurateur Joe Campanale mixing aviation-themed holiday cocktails.
Looking to grow its menswear sales, Michael Kors sees Tasting Table as a good platform to reach upscale male shoppers—and the young, good-looking mixologist is representative of its target customer. Almost half (46%) of the foodie magazine’s 3 million visitors each month are male. The campaign is a blend of content, commerce and the Christmas season, but only conversions will tell how successful it may be as a strategy.