Selfridges magazine to replace ads
Selfridges is scrapping its traditional new season advertising campaign and replacing it with a bi-annual magazine.
Issue No 1 will feature store products and promote the spring and autumn ranges, replacing all new season ads.
Selfridges publishing director Nikki Guria-Garnett says: “The spring and autumn seasons were so crowded with ads we decided to spend the budget on the magazine instead.”
She adds: “Other store magazines provide articles, but our customers know we are trying to sell to them.”
The magazine will be distributed to Selfridges account card holders as well as through a targeted door-drop in London and Manchester. It will also be given away with the Evening Standard’s ES magazine on March 9.
Wink Media, which produced last year’s seasonal campaigns for the store, has been chosen to design and produce the magazine to give it a distinct style.
