This online retailer known for its flash sales experiments with a new way to attract potential customers.

The online fashion retailer Gilt has launched an editorial site for men.

Called Gilt MANual, the content revolves around style guides, advice, and features about designers. The site also features an “Ask Us Anything” section.

On the front page and throughout the site, the only advertisements direct users towards Gilt sales.

The editorial topics on Gilt MANual have been the main staple of men’s lifestyle magazines such as GQ and Esquire. The license for expertise derived from Gilt’s proximity to apparel products might grant it enough authority from a reader’s perspective over other publications.

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