Online retail meets journalism
With the imminent launch of men’s online ecommerce-stroke-magazine website, Mr Porter, and all fashion insiders’ eyes on whether a men’s version of this pioneering form of e-tail can actually work, it seems to point to a new form of journalism setting in.
But with Net a porter shipping to 170 countries, sales of £120m last year and a 2.5m viewing figure per month, others are quickly looking to cash in on this ‘transformative’ start up. Both Amazon and Ebay will be undergoing an overhaul looking to tap into the market. Amazon acquired zappos.com for $888m, adding over 1000 shoe and apparel brands to the site and Ebay, popular in the US, has recently been unveiling exclusive collections – Norma Kamali, Narciso Rodriguez and imminently, Derek Lam – to attract viewers.
But significantly what has also come out of the Net a porter formula – ecommerce alongside web content and a glossy magazine mail out to customers - is a new journalism move. Now other retailers are following suit, using journalists to create branded magazines, customer brochures, videos, ezines, tips and guides.