Submitted by: Print Power 06/02/2014
Luxury on-line retailer Net-a-Porter will use a printed magazine to address its consumers. The magazine called Porter will integrate e-business and printed publishing. It therefore carries interactive technology that allows readers to be immediately directed to a website after scanning an object.
The links are not restricted to the Net-a-Porter website but also include other fashion brand sites.
The Net-a-Porter Group sees itself as a media group, which means it should also carry "one of the most important existing media, which is print". The high-end bi-monthly women's magazine will rival titles such as Harper's Bazaar, Vogue and Elle. One of the reasons for launching the printed magazine was the fact that Net-a-Porter consumers were already heavy readers of magazines with four to five magazines per month.Porter will start with a circulation of 350.000. And as a global magazine, at sale in 60 countries. Last year the Net-a-Porter group already used a print publication when distributing 10.000 copies of The Collections Special.
Ulbe Jelluma | Print Power via www.businessoffashion.com and www.net-a-porter.com