Net-a-Porter plans to ‘disrupt’ publishing with shoppable ‘Porter’ mag

Net-a-Porter claims its first print magazine, Porter, will disrupt the old model of print publishing and offer new ways for luxury brands to reach consumers.

Speaking to Marketing Week at an event in London, Net-a-Porter’s vice president and publishing director Tess Macleod-Smith said Porter is bringing new print innovations such as shoppable pages that enable customers to buy goods straight from the magazine.

Brands buying ads are handed digital and print as well as the ecommerce links that enable shoppers to buy direct from the magazine.

Macleod-Smith added: “This is a new business model. Porter is a consumer magazine not a retail magazine but shoppers will be able to pay straight from its pages.” she says.

The e-commerce aspect works through the Net-a-Porter app, which Macleod-Smith said has had more than 1 million downloads. It includes image recognition technology, allowing users to scan pages.

If the item is sold by Net-a-Porter, customers are directed to the product page where they can find out more details and make a purchase. If, however, Net-a-Porter doesn’t stock the brand, customers are directed to a “concierge” service.

Here they can choose to either visit the brand’s website or call a number and speak to someone at Net-a-Porter who will help them find out product information and make a purchase. Net-a-Porter will not take a cut of any purchases from brands it doesn’t stock.

Macleod-Smith said: “There are shopping pathways for everything, from fashion to travel to beauty products. Plus for people in cities like London, New York and Hong Kong, they will be able to scan a page, order it through the app and receive delivery in a few hours. This is shortening the path between inspiration and transaction.”

Brands that advertise with Porter will also be able to work with Net-a-Porter’s recently set up “creative solutions department”. This, says Macleod-Smith, offers advertisers the opportunity to “create stories” around their brands.

In the launch edition brands such as luxury jewellery firm Monica Vinader and London beauty clinic Dr Sebagh have taken out what are termed as “Porter Promotions”, which appear alongside more traditional print ads.

This is the fourth brand from Net-a-Porter, which also runs The Outnet and Mr Porter. The first Porter magazine goes on sale in 20,000 stockists and online tomorrow (7 February) and will be released on a bi-monthly basis.