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.