Warehouse creates online and print magazine in first content push

Warehouse has launched an online and print magazine as it ramps up its content offering for an autumn/winter push.

The high street fashion retailer created the ‘Tales of the City’ blog on its website which will be populated with content from a weekly pool of commissioned contributors including Conde Nast Traveller’s style editor Bonnie Rakhet, as well as illustrators and photographers.

Cath Daly, the brand’s online marketing manager told The Drum that Warehouse is looking to be a hub of life and style content for a projected seven million customers.

“We realised that content is just as important as commerciality. We needed to build a vehicle to engage with our customers that also puts us in line with our competitor sect,” she said.

“Tales of the City extends beyond fashion into culture and entertainment and will hopefully become the first place for our customers to find the latest articles and news from us as a brand.”

Online, the content will fall under four editorial pillars - style, work, play and relationships - and will be fed with new articles and features every week.

There will also be a print version of ‘Tales of the City’ which will be published bi-annually. The magazine will be distributed throughout stores, with online orders and via selected partners including Grazia.

“We’re working with an agency over the next three months on content, but they are handing over the reigns so that we will eventually handle it all in-house,” added Daley.

She explained it is a long-term strategy for the brand in which the blog and magazine run for the next three years to build up “credibility” with the audience.

To support the new Autumn collection, the brand is running a digital campaign across mobile and desktop using ad units created by Chalk Social and managed by Sizmek.

The units host images from the new collection lookbook and will appear across Facebook and Twitter as promoted posts from 26 August.

Users can hover over the images and from the unit share them across their own channels and well as click to go directly to the website.

Display ads will also run for the duration of the campaign while a new partnership with Outbrain will see the content seeded to relevant users on the Guardian and other key publishers.

Chalk Social chief executive Davina Dunlea described it as a “road block approach”.

Campaign images will also appear in print across several key titles.

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