6 February 2014 - 8:28pm | posted by | 2 comments

“It’s time to press the re-set button.” How Net-A-Porter is aiming to revolutionise the publishing world with shoppable magazine Porter

Porter launches 7 FebruaryPorter launches 7 February

The Net-A-Porter Group is aiming to be “the world leader in content and commerce,” with the launch of its first glossy magazine, Porter.

The online luxury retailer is looking to tear up old publishing models by giving customers the opportunity to buy directly from Net-A-Porter.com, thanks to the magazine’s “shoppable” technology. Using image-recognition software, readers can use either use their smartphones to scan the page, or click on an image via a digital edition.

In addition to driving traffic to Net-a-Porter’s e-commerce site, the magazine, which launches today (7 February) will also drive traffic to the e-commerce stores of brand advertisers.

“Anytime, anywhere, any platform is really our philosophy from a publishing perspective.” VP and publishing director Tess Macleod Smith told The Drum.

“We want to lead the way. I think this is just the start of the journey, but we know that we’re ahead of the curve. Magazines have been dipping in and dipping out of e-commerce, but what makes Porter so extraordinary and game-changing is that we own the e-commerce. We own the back engine.”

As well as referring to Net-A-Porter’s in-house digital marketing team, the so called “back engine” also refers to a 24 hour “concierge service”, which customers can call to request help with buying brands that are featured in Porter, but not currently stocked by Net-A-Porter.com.

Net-a-Porter’s recently conceived “creative solutions department” will let advertisers create digital stories around their brands.

Macleod Smith added that despite Net-A-Porter founder Natalie Massenet’s desire to launch a print edition “ten years ago” it’s only now that the timing is appropriate.

“It’s about getting the business right, building up e-commerce and then getting the right team in place – and that’s what we’ve done.

"We’ve brought in and created a publishing team and harnessed the amazing team that’s already at Net-A-Porter and merged the two. A bit of the old and a bit of the new, to create the very new.”

The launch will be backed by an outdoor campaign, which will run in London’s Victoria Station and New York City’s Grand Central Station, with 400 taxi tops in position for New York Fashion Week.

Porter is priced at £5 and will be available in 20,000 stockists in 60 countries around the world. The website’s highest-spending customers – EIPs or “Extremely Important People” – will receive the magazine for free.


7 Feb 2014 - 11:29
8968393089's picture

Linda Ainouche, Thanks for replying.
You have indeed opened a debate, with your film “Dreadlocks Story”, 
a very serious debate, however as a film maker I believe you all thrive on critics.
As an anthropologist you seem to follow the usual pattern of western academia, which is to denude the African of all worthwhile attributes.
From what I've seen of the trailer you started with a foregone conclusion and 
have continued to cement that view.
Had you really known anything about Rastafari then you would know that as far as the Jamaican
“founders” of the faith are concerned the inspiration is directly through the revelation of the personage of His Imperial Majesty Haile Selassie I, 
Emperor of Ethiopia and that locks have been a part of that culture for countless millennia.
As for India, which was first peopled by Africans there are indeed many similarities, 
but no one would dare to suggest, 
even in these times of madness, 
that Indian culture is older than that of Africa. 
The first and second waves of Indians were Africans, 
long before any rude “Aryan”, Turanian or Scythian was even out of the caves.
In fact the sacred river still bears the name of the Ethiopian general Ganga / Ganges. 
Ind / Indi means Black this word provides the name of the two ancient founder sons hIND & sIND. One of the former names of India was Cusha Dwipa, 
the Cush coming from an ancient name of Ethiopia which was Cush.
Like China with it's Kunlan (African) Shan mountain range, 
so is India with it's Hindu Cush mountain range.
I suggest you read some books not on the usual western reading list and 
gain some hidden knowledge.
Personally I cannot be in any film, good or bad, 
but if I can contribute to you making a great film, I will. 
Here are some leads, for starters.
African Presence in Early Asia - 1985 (+ A.P. in Early Europe & A.P. in E. America) 
Wonderful Ethiopians of the Ancient Cushite Empire – Ms. Drusilla Dunjee Houston 1926 (re- 1985)
Ethiopia & the Origin of Civilization – John G. Jackson 1939

7 Feb 2014 - 11:39

Really, though, the "shoppable technology" resides in the hardware and apps possessed by the reader, not actually the magazine.

Surely it's more sensible, and easier, simply to use the online version and ignore the print edition for shopping.


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