Would You Read a Net-a-Porter Print Magazine?
Online luxury retailer Net-a-Porter is getting ready to launch a glossy print magazine. Would you read it?
Online retailer Net-a-Porter is your go-to spot for luxury goods and designer clothing—and soon, it might just be your go-to print magazine, as well. And it won’t just be a small mag sent to a tiny number of customers and corporate partners (Net-a-Porter actually already has one of those)—it will be a full fashion publication. Iiiiiinteresting, no?
Net-a-Porter’s CEO, Mark Sebba, recently stated at the Business Leaders Network’s Making It Mobile event, “Traditional publishers always say that we are lucky for being born in a digital age and don’t have a legacy of print. But we still see it as important. It isn’t a secret that Net-a-Porter will be publishing a major fashion magazine within the next 12 months or so.” Would you read it? We probably would!
Have some doubts? That’s understandably. But Fashionista notes that though it may sound a little weird for an e-commerce site to decide to launch a print magazine, this one actually makes a certain amount of sense. Net-a-Porter’s founder, Natalie Massenet, used to work at WWD, and has always looked at Net-a-Porter as a magazine that sells clothes. The company also recently hired the former editor-in-chief of Harper’s Bazaar UK, Lucy Yeomans, and accordingly, the editorial features Net-a-Porter has always carried have been expanding to include things like designer interviews. Perhaps a print magazine is simply the next step in Net-a-Porter’s continued growth.
I find this development particularly interesting for this reason: At a time when many traditionally print publications are doing away with the physical print format and shifting over into fully digital formats (hello, Internet!), a company that began as a digital entity is now branching out into print. Maybe the print magazine isn’t as dead as most of the world seems to think it is?
Tell us: Would you read a Net-a-Porter print magazine?
Lucia Peters is BettyConfidential’s associate editor.