Net-A-Porter, the online luxury retailer, has launched its first magazine Porter, a glossy fashion title which integrates the worlds of retail and publishing.
The first issue, which hits newsstands tomorrow (7 February), will be accompanied by a digital edition that will be available to download from 14 February.
The print title features shoppable technology – the items featured in Porter are “powered by Net-A-porter.com” – and can be purchased from the website via an app, which allows readers to scan and shop items from the magazine’s pages.
The digital edition will also boast similar e-commerce features with shoppers able click through to the items that they want to purchase, without having to search through Net-A-Porter.com.
Tess Macleod-Smith, Vice president and publishing director, spoke about the launch: “The Net-A-Porter Group currently speaks to more than 8.3 million people worldwide, an audience made up of high net worth, well-informed consumers with huge purchasing power and a love of fashion. It’s their desire and demand for a global edit that we’re answering with the launch of Porter.
“Our publishing mission is to be world-class leaders in content and commerce, any time, anywhere and on any platform. We are thrilled with the way the industry has reacted to this launch, from the support of the advertising industry to the enthusiasm of the global news trade.”
Porter was created by the Net-A-Porter Group’s publishing division and will be spearheaded by editor-in-chief Lucy Yeomans.