porter

Net-A-Porter’s new shoppable magazine: is it any good?

Net-A-Porter unveiled a new print magazine last week which it hoped would disrupt the old model of print publishing through new innovations such as shoppable pages.

The bi-monthly magazine, named Porter, is due to be published six times a year with 400,000 copies of each edition made available across 60 countries.

It enables Net-A-Porter to connect magazine readers to its ecommerce store, as all of the pages can be scanned using the retailer’s mobile app.

This then gives users several options, including finding an item on the ecommerce store, visiting a third-party website, or watching a video.

As with all fashion magazines, Porter’s pages are liberally filled with adverts. These are also scannable, but only link to the brand’s website.

Net-A-Porter increases investment in content with new shoppable print magazine

Net-A-Porter has unveiled a new print magazine named Porter as it seeks to build on its reputation as a destination for fashion news and advice, rather than a straightforward ecommerce site.

The idea of brands being publishers is nothing new in the age of content marketing, but it is still uncommon for a pureplay online retailer to launch a global magazine.

However company founder Natalie Massenet said at the magazine’s launch this morning that “Net-A-Porter is a media group, and we love print.”

Porter is due to be published six times a year with 400,000 copies of each edition made available across 60 countries, so it’s clearly a huge investment for the business.

The magazine will be shoppable through the Net-A-Porter app, but as it doesn’t hit shops until tomorrow the app isn’t yet functional. I’ll do a full user test in the near future though.