Grazia to push ‘George at Asda’ man’s new venture

Grazia, the women’s fashion weekly, is teaming up with fashion entrepreneur George Davies to promote his new retail venture, Give.

Davies is the founder of Next, George at Asda and Marks & Spencer’s Per Una brand. Give is positioned as an affordable luxury fashion retailer and aims to provide a premium shopping experience for women on the high street.

The partnership with Bauer Media’s Grazia begins on 2 October. Give’s clothing collections will be previewed by Grazia’s fashion team and given editorial coverage in the weekly print edition and on its website, which will host film clips showing the collection and interviews with Davies explaining Give and what it offers.

Grazia will produce a 24-page supplement, which will appear within the magazine, previewing the launch of the retailer’s flagship store on London’s Regent Street, and the magazine will have a branded presence in the store, including featuring on clothing hangar tags.

The initiative will be supported with press advertising and digital activity on Facebook, Twitter and the Grazia site.

The £200,000 deal was brokered by Grazia’s Creative Solutions team.

Give plans to offer women’s fashions with additional services such as in-house tailoring offering an as-you-wait alteration service to set it apart from its competitors. Customers will also be able to access the entire collection and check availability via touch-screen kiosks in-store.

Davies aims to give a percentage of the chain’s profits to charity.

Shortlist Media launches its free women’s weekly title Stylist on 7 October and Grazia is one of the publications it will be targeting for advertising revenue.