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John Lewis creates new online fashion magazine


Department store retailer John Lewis is launching a new in-store online fashion magazine tomorrow (April 13th 2011) dedicated to its spring clothing collection.

The publication is called ‘Spring fashion special’, will be hosted on the site until July 29th, and has been designed by John Brown Media.

Amongst other features the magazine will include Editor of in-house print publication John Lewis Edition Vanessa Thompson’s favourite fashion and accessory picks for the spring season.

Rachel Swift, Head of Marketing of Fashion at John Lewis, commented: “The ‘Spring fashion special’ is part of John Lewis’s effort to encourage customers to reappraise our fashion offer. We aim to be a destination for fashion both online and in our shops.

“In our shops we have transformed the look and feel of our womenswear departments and online we are using the ‘Spring fashion special’ to showcase our range of brands and development in own brand design. “

Other articles on the site will include a piece on the season’s trends and wardrobe planner tips, whilst beauty tips videos and a competition to win £500 worth of John Lewis vouchers will also feature on the magazine.

National circulation figures released last summer highlighted the growing popularity of in-house retail magazines, and over the last six months both Lloydspharmacy and Spar have joined the major supermarkets in running their own publication.

The 'wardrobe planner' on the new John Lewis online magazine
The 'wardrobe planner' on the new John Lewis online magazine

Swift added: “In launching the magazine we have also created inspirational fashion and beauty content to give customers additional reasons to visit our website ( on top of the wide selection of products and great value already on offer.

“Feedback suggests that there is a real appetite for this type of content so we look forward to seeing how well the magazine is received.”

Developing e-zines seems a natural progression for a retailer like John Lewis which already has a successful print publication and is keen to expand its online offering.

Published on Tuesday 12 April by Editorial Assistant

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