Net-A-Porter Launches New Approach to Luxury Magazines

As the worlds of publishing, luxury fashion and e-commerce collide, it seems that good things are about to happen.

So, I’m excited about next Friday’s launch (Feb 14, 2014) of Porter Magazine by online luxury retailer Net-A-Porter. If I’m not getting too caught up in their hype, it appears to represent an ambitious attempt by an online retailer to challenge convention – by becoming a genuinely new consumer fashion magazine and by changing the catalog model with the introduction of an app-based, digital shoppable version.


By their description, the concept attacks the weakest links in the magazine world’s ecosystem – the ability to move to one-click commerce from the editorial page and the anemic nature of digital magazines as practiced by most existing magazine publishers. The fashions in Porter can be purchased from Net-A-Porter, brands’ websites, or other stores through a mobile app or a call to a concierge service.

With no barcodes to scan, the magazine prompts readers to download the app. While women love fashion magazines, 60% of their purchases are online. This new shoppable print product ties these two worlds into a fashionable pairing in hopes of bridging digital and print.

Could this venture signal a new life for the printed product? Does a shoppable app coupled with a fashion magazine mean a paradigm shift in thinking?

I wish them luck.

Written by Craig Waller

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