The Print Debate: Porter Magazine

Words by Elizabeth Pollard

The highly anticipated launch of Porter magazine has left many in both the fashion and editorial industries a little confused. With such a successful digital enterprise what compelled founder of Net-a-Porter, Natalie Massenett to compete in an already struggling and saturated market?

Massenet talked to Business of Fashion; “We’ve talked about how the Net-a-Porter Group is actually not just a retail company, but it’s a media company. And if we’re a serious media company we couldn’t ignore one of the most important existing media, which is print.”

But the real USP for advertisers to fill 35% of the magazine is Net-a-Porter’s existing high-profile, high-spending customer base across the world. Global distribution is a key strategy in ensuring both customer return and developing relationships with not only the designers Net-a-Porter currently stock, but also brands that have, up to this point resisted selling on the site such as Chanel and Dior. Porter now gives these brands a touch point to Net-a-Porter’s portfolio of exclusive clientele.

The launch issue features the iconic, Gisele Bündchen, shot by Inez & Vinoodh, and styled by Alex White. By taking advantage of fast-paced and globally-accessible social media, Porter has created endless touch points to access its readers and give them a more intimate insight into the cover star and making of the mag.

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