Office has forged a 12-month partnership with women’s magazine Grazia in a bid to position itself as a destination footwear brand.
The partnership was informed by owner Bauer Media’s millennial research and marks the biggest fashion partnership Grazia has inked to date.
It will see Grazia produce a quarterly eight-page supplement in the form of a newspaper, dubbed the ‘shoespaper’, filled with editorial content which reflects current shoe trends.
It will be inserted into the centrefold of Grazia magazine, distributed in Office stores around the UK and supported by monthly ‘shoes letters’ distributed via email to over 100,000 women aged 25-44 years old across the Bauer Media audience.
The brand will also benefit from native articles on GraziaDaily.co.uk and editorial mentions in Grazia magazine.
Guy Lister, chief customer and marketing officer at Office, said the brand wanted to build deeper engagement with existing customers as well as attracting new audiences.
“The Grazia brand gives us the ideal platform to do both of these. The editorial content in the ‘shoespaper’ will lead with Grazia’s distinct tone of voice, as well as complimenting Office’s stylish look and feel, making us the destination footwear brand,” he added.
It comes after Grazia launched its own e-commerce platform last year.