I spend a significant portion of my day scanning online clothing stores, digital consultancy sites and the Sunday Times Style mag, plucking headlines and copy ideas while trying to get my head around key styles for the season at hand.
I’ve become relatively intuitive to good marketing and wary of savvy product endorsements, but what irritates me is the increasingly obvious, frequently banal hard-sell across different platforms.
NET-A-PORTER and Mr. Porter offer the most cohesive Internet experience in my opinion, creating a clear-cut pathway between inspiration and transaction.
The Edit, NET-A-PORTER’S digital magazine, offers users an integrated experience by combining new and traditional media and creating a product that’s unique but inherently familiar. By comparison, GQ.com runs weekly Mr. Porter style edits with press shots and copy, which serves as quick and effective click-bait.
That a print magazine has lapsed into limited content marketing, where its source has moved into quality content production, is remarkable but perhaps not surprising.
Last week, NET-A-PORTER launched Porter, its new global publication featuring bespoke fashion and lifestyle features, which can be shopped via your phone. Porter’s effortless amalgam of content and commerce underlines a desire amongst retailers to utilise media in new and creative ways that promote the brand and give it a lifestyle dimension.
This is something that H&M and its subsidiary brands do this with aplomb (how cool and gimmicky is t-commerce?) Earlier this month, the company teamed up with Bauer Media to launch a new website for 20-something women called The Debrief. Using tailor-made native advertising (read: undercover adverts dressed up as genuine editorial content), the company encourages readers to click through to the online store and shop the looks that inspire them.
Meanwhile, H&M’s sibling brand Cos launched its fourteenth bi-annual magazine last week. Free in-store, it pursues the brand’s minimalist aesthetic through typography and design, with articles featuring well-known figures in Cos clothes. It’s not quite as understated as Porter but it’s the same idea at heart.
These endeavors, all funded through Internet shopping, show an ability amongst retailers to adapt to the digital sphere, transcend our expectations, and create brand identities which readers can instantly explore online. What this means for journalism is intimidating, but what it signifies for retailers seems pretty exciting.