Online retail meets journalism

W

ith the imminent launch of men’s online ecommerce-stroke-magazine website, Mr Porter, and all fashion insiders’ eyes on whether a men’s version of this pioneering form of e-tail can actually work, it seems to point to a new form of

journalism setting in.

  The fashion industry has witnessed first-hand the phenomenal success of leading women’s designer website, Net a porter, founded by former fashion journalist, Nathalie Massenet, and the backbite it overcame to mark its 10th anniversary last year, and her final stake sell out to the luxury group, Richemont, for £50m, which now values the company at £350m. ‘This is a brilliant step,’ commented an industry analyst and former LVMH group aide, ‘luxury brands have yet to formally appreciate the importance of e-commerce.’
 
But with Net a porter shipping to 170 countries, sales of £120m last year and a 2.5m viewing figure per month, others are quickly looking to cash in on this ‘transformative’ start up. Both Amazon and Ebay will be undergoing an overhaul looking to tap into the market. Amazon acquired zappos.com for $888m, adding over 1000 shoe and apparel brands to the site and Ebay, popular in the US, has recently been unveiling exclusive collections – Norma Kamali, Narciso Rodriguez and imminently, Derek Lam – to attract viewers.
 
But significantly what has also come out of the Net a porter formula – ecommerce alongside web content and a glossy magazine mail out to customers - is a new journalism move. Now other retailers are following suit, using journalists to create branded magazines, customer brochures, videos, ezines, tips and guides.
 
Asos is a case in point. Their print magazine founded in 2006 now has a circulation of around 450,000 – second only to UK Glamour. And others looking to up their editorial output include mid market online retailer, mywardrobe.com, who are unveiling a new print and online magazine this month, having received a $9m investment. Ebay have just launched a subsidiary, Ebay Fashion, designed to up their editorial stakes. And members only retail site, Cocosa.com, is also looking to up its glossy content.

This move also concerns long standing, internationally recognized department stores. Harrods are making a big push to meet new digital movements and will be making sizeable expansions to its online editorial content on Harrods.com. As have leading world retailer, Selfridges, with video content and plenty of moving product image.
 
It’s becoming a niche market all of its own. Forward thinking retailers have spotted how this merging of mediums can enrich the shopping experience. Engaging copy and attracting reader interest is an essential. So, content editors are devising ways to appeal to their target reader.
 
For instance, The Mr Porter site will have a weekly magazine, but it will be designed to resemble a broadsheet rather than a glossy magazine in design and content – to appeal to male readers. And refreshingly there won’t be any celebrities as style icons but stars from bygone eras – Cary Grant, Gene Kelly.
 
So what is the future for our new luxury, digital days?  “The future will be a cross channel experience where a customer uses the Internet to inform their purchase in-store, or uses a catalogue to inform their purchase online,” predicts POD1, a leading creative digital agency. “The retailers that put the customer at the centre will be the winners.”