The fashion magazine, called The Spring Fashion Special, aims to complement the retailer’s monthly glossy print magazine Edition, which is published by John Brown Media.
The department store says The Spring Fashion Special will be emailed out to customers on its database, but would not reveal how many people will receive it. it will also be hosted on the John Lewis ecommerce site.
A spokesman for John Lewis says: “Fashion and beauty naturally lends itself to this type of online content however, if we see positive results from this both commercially and from Partners and customers, then there is no reason why we wouldn’t consider rolling the concept out to other categories.”
The digital magazine will be marketed online via the department store chain’s website, email newsletters, display advertising and via its recently launched social media channels.
It will also be promoted in the Editions print magazine, in sister retailer Waitrose’s Weekend magazine and in store through a poster campaign in women’s changing rooms.
The magazine will feature clothing and accessories trends, a wardrobe planner and video content to give make up and beauty tips. There is also a competition to win £500 John Lewis vouchers.
FMCG brand owner Procter & Gamble launched its first digital consumer magazine last week to push its portfolio of beauty brands.