Glamour’s iPad Series to Let Viewers Buy Clothes From Gap

The ability to buy products strategically placed on television programs — a handbag clutched by the actress Blake Lively on “Gossip Girl” or a suit worn by the actor Jon Hamm on “” — with the click of a button has for years been talked about as something that marketing would offer in the future. But like flying cars or robot companions, it has never materialized.

Glamour is taking a stab at the concept with an original reality series produced exclusively for the iPad that allows viewers to pause the program and buy clothing worn by the characters, directly from Gap.com.

“This is cracking the code — finding a way to integrate products organically in the storytelling and actually having it be of value to the reader,” said William J. Wackermann, senior vice president and publishing director for Condé Nast Publications.

Glamour has produced four original episodes of a series called “Glamour Girls,” which the magazine’s associate publisher, Leslie Russo, described as “ ‘
Mary Tyler Moore’ meets ‘The Hills.’ ” The show chronicles the careers of four women: Sarah, an event planner for Glamour, Jenna, a photographer’s agent, and Anda and Masha, a pair of stylists.

“Think working in fashion is all glitz and glamour?” the narrator asks in a voice-over at the opening of the show, wordplay intended. “Think again.”

The idea behind the series was to integrate a sponsor’s products seamlessly into Glamour content — something far more difficult to do in the print magazine for both logistical and ethical reasons. “Glamour Girls” is first and foremost a vehicle for product placement, something Condé Nast makes no bones about. “The immediacy is instantaneous,” Mr. Wackermann said. “You want to buy it? Click this.”

Viewers of “Glamour Girls” can do what Glamour calls “Shop the Looks,” a feature they can reach with the tap of a finger at any time while watching one of the 10- to 12-minute episodes. They can scroll through the Gap outfits each character has worn on that episode, and with the tap of another finger go directly to Gap.com to buy the clothing. They can also have access to Gap discounts and other promotions directly through a “Glamour Girls” episode.

Just how successful or widely seen can a television series produced solely on the iPad be? The audience will be tiny compared with Glamour’s print audience. The magazine’s circulation is 2.3 million. By contrast, the iPad app for the February issue sold 4,600 units.

But Mr. Wackermann stressed that this was just the beginning of a promising new marketing medium. “This is giving us a glimpse of what the future may look like,” he said.