New York-based online luxury fashion retailer Net-a-Porter to launch fashion magazine within next 12 months to rival Vogue, Harper's Bazaar; executive says well-distributed magazine could help boost business

Sandy Yang

LONDON , December 3, 2012 (BANG ShowBiz (Middle East) ) – Net-a-Porter is launching its own fashion magazine.

The online style emporium will be making its mark on the publishing industry next year by developing its very first fashion bible to rival the likes of VOGUE and Harper's Bazaar.

Mark Sebba, the company's CEO, let slip at a conference: "It isn't a secret that Net-a-Porter will be publishing a major fashion magazine within the next 12 months or so."

The retail website already have a weekly digital magazine and previously dabbled in print when limited editions of its spring/summer 2011 magazine, featuring Alexa Chung on the cover, were distributed to clients.

The move is said to be spearheaded by Natalie Massanet, who worked at Women's Wear Daily and Tatler before setting up the e-commerce site, and thinks a well-distributed magazine would help boost business.

Mark explained to Wired UK: "Twelve years ago when Natalie [Massanet] launched Net-a-Porter, it wasn't so much about revolutionising shopping as revolutionising the magazine industry.

"It's about understanding the media side of commerce rather than just trying to move products. I don't want to denigrate [the retail] side in any way as it pays the rent, but advertising revenue increasingly pays the rent as well."

President Alison Loehnis added to WWD: "We will continue to build on our success of bringing relevant, shoppable content to our growing global audience who looks to Net-a-porter for our edit of the best designs from around the world presented in the format of a fashion magazine."

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