Warehouse launches online hub for editorial content

British fashion retailer Warehouse is stepping into the editorial department with the launch of a new online and print magazine, as part of its marketing campaign boost for Fall/Winter 2014. “Fashion is everywhere but it’s so easy to be overwhelmed with choice. We want to offer a curated edit of trends

and give the Warehouse woman confidence to develop her own sense of style - to wear fashion in a way that’s right for her,” said Warehouse brand director Paula Stewart.

Warehouse launches online blog and print magazine

On Thursday, Warehouse launched its new online blog, named 'Tales of the City', which features articles on style, work, free-time and relationships, as well as photographs and illustrations. Content will be uploaded on a weekly basis, depending on demand for certain topics and will partially be produced by an in-house team, supported by contributing editors, including Bonnie Rakhet, style editor from Conde Nast Traveller.

“We realised that content is just as important as commerciality. We needed to build a vehicle to engage with our customers that also puts us in line with our competitor sect,” said Cath Daley, Warehouse' s online marketing manager to the Drum. She revealed that the fashion brand is aiming to become a center for life and style for its seven million customers.

“Tales of the City extends beyond fashion into culture and entertainment and will hopefully become the first place for our customers to find the latest articles and news from us as a brand.” Warehouse will also introduce a print version of its online content, which will be released bi-annually. The print magazine will be available in Warehouse's stores, and through selected partners such as Grazia.

“We’re working with an agency over the next three months on content, but they are handing over the reigns so that we will eventually handle it all in-house,” added Daley. Warehouse aims to use its online blog and print magazine over the next three years to establish more “credibility” with its audience, “the modern urban women” as a lifestyle brand.

Coinciding with the launch of 'Tales of the City', is the launch of Warehouse's first capsule footwear collection for fall 14. A number of styles have been launched in stores this week, with the majority of the collection launching next month.

“Customers often say 'we want to complete the look' and footwear will help them do this,” explained Stewart to Drapers, adding that the capsule collection had been especially designed with Warehouse's Fall/Winter 14 collection in mind. 'Tales of the City' is currently live at www.warehouse.co.uk/blog