E-Commerce powerhouse Net-A-Porter took a risk and moved out of its comfort zone publishing a print magazine, Porter. With young minds as the target audience, Porter had to be innovative to capture their attention and rival competitor magazines.

Method

Porter is made from premium, quality glossy stock publication featuring stunning imagery of products, trends and brands with over 500 items available for purchase inside each issue. The magazine is not only set up to allow readers to easily purchase products instantly via the Net-Porter app, but also features informative content on major players within the fashion industry. The bi-monthly magazine is distributed in 60 countries and is $60 AUD for a 12 month (6 edition) subscription. When readers open up the magazine, the first page details the instructions: Download the Net-Porter app and select the ‘scan Porter magazine’ button. Hold the phone over a page or product your interested in and a ‘shop’ icon will appear. The app then shows the colours, sizes and availability of the products, suggest similar products and display links to related videos or information regarding beauty or fashion tips. A Luxury shopping experience all in the comfort of your own home.

The results

• The magazine has proved to be a risk worth taking, showing continuous popularity, with circulation reaching 170,038 in February 2016, a 10% increase from February 2015 with double-digit growth expected for 2016. Since the launch in 2014, readers have scanned more than 90,000 products with an interaction rate of 80% clicking through to Net-A-Porter.com. Those customers that do subscribe to Porter have increased their spend by 125% and their rate of frequency on the site by 25%. Porter has been successful in both increasing website traffic and sales and is slowly achieving the goal of becoming the main fashion resource for consumers, catching up with Vogue’s magazine subscriptions.

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