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Editorial, fashion and shopping. Oh My! They’ve finally bridged the gap between paper and purchases – the future of retail magazines is here! Net-a-porter, the wonderful, online shopping destination for the rich and travelled has released a ‘menu’ of sorts to accompany their online shopping site. Porter is their digitally interactive paperback. Designed to be released every two months, this magazine boasts a repertoire of brands and items that can be scanned using one’s mobile app and purchased through third parties, or ordered through a concierge network.
Not quick to follow the ever-popular Vogue, Porter will only be released in one language across its hefty global market, but like their Conde Nast rival, targets affluent women who travel extensively and have little time to waste scrounging for their next expensive buy.
Nestled happily between the likes of Harper’s Bazaar, Elle (and a crooked Cosmopolitan shoved angrily between the high-fashion giants) Porter’s minimalistic, yet eye-catching front page invites one to think that it has alwaysbeen there and was meant to be among the great fashion magazines; not a newcomer to be shunned in a saturated market, but welcomed as frivolously as one does the latest copy of Vogue. From Gisele Bündchen’s radiant mug to the tasteful, monochrome cover story on Juliana Moore, you can see that Porter has brought guns to a knife fight. There’s some Victoria Beckham for the Brits, Manolo Blahnik for the shoe addicts and some Claudia Schiffer to sate the old model diehards.
With such an expansive collection of celebrities, idols and brands, backed by a new digital application, we wonder how long it is before the other magazine competitors begin to reinvent their image. Slow and steadyVogue hasn’t needed a facelift in years, but with this challenger is it time to step up their game? Though Porterisn’t radically different from the rest of its fashion market – save its new digital backbone – its distinctive character and bucketful of big names has made it the most promising entrée into the market in forever, and leaves one with the impression that this industry might take a turn for the better. What do you guys think? Net-a-Porter going to start a new interactive magazine decade?
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