Retailers upping inhouse editorial content

A new breed of fashion magazines are currently being created by fashion retailers, themselves, who are looking to cash in on the new e-zine trend and draw in more consumers. Online fashion house, Asos, recently launched its first Ipad application, giving consumers free access to the e-tailer’s magazine. Containing 360-degree product views and various music and video content, the app represents a new way for Asos to interact with its growing customer base and coincides with the redesign of the internet trader’s paper-based magazine. Asos CEO Nick Robertson was keen to emphasise that the level of technological development that went into the app means it does not just represent an online version of the print publication. “Refreshingly it delivers unique and compelling tablet-based experiences all of its own and is free to download,” he explains. He continues, “We’re also working on additional mobile developments in the next few months, resulting in Android and Playbook versions in time for the Christmas market and menswear focused tip-ons. Asos is opening its doors to global brands to benefit from the same seamless experience.” Other top retailers have all recently been looking to either create or rework their own editorial offerings. Tesco, Asda and Sainsbury’s have all seen a largely increased circulation with their inhouse magazines, whilst John Lewis launched an online fashion magazine and a fresh, innovative content to their website, earlier this year. It’s another means for retailers to provide improved customer experience and keep consumers returning to their brand; Asos, for instance, is using its magazine to inform customers of the latest developments within its sector, as well as giving fashion advice and guidance from top industry insiders to further develop engagement with the brand.