Net-a-Porter revamps content strategy

Net-a-Porter has announced they will be reducing the frequency of Porter magazine to twice a year and will be making investments into video and podcasts. The news was reported by WWD.

Net-a-Porter says they have seen growth in digital consumption, and as a response will be opening new video studios and editing suites to produce more content at a faster pace. According to Net-a-Porter, their digital audience has grown 1.5 times over the past year, with reader engagement increasing nearly 50 percent. In addition, 50 percent of Net-a-Porter's total orders are being produced via mobile orders.

Net-a-Porter says they are also redesigning their app. The magazine is also set to go bi-annual starting in spring 2020.

“As a digital pure-play business with content at our heart, we are committed to delivering the most engaging experience and service to our customers,” said Alison Loehnis, president Net-a-porter and Mr Porter, to WWD. “To that end, we are further ramping up our digital output, with increased investment across video, podcasts and social to ensure that our content offering remains innovative and market-leading.”

Net-a-Porter's parent company, Richemont, is focused on driving the company's e-commerce presence in markets such as China, which is a major target for global luxury brands. Net-a-Porter's weekly digital magazine, The Edit, will continue, and will likely becoming a bigger focus for their editorial content given the more digital heavy push.

photo: via Net-a-porter.com