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Net-A-Porter takes on Vogue with shoppable magazine

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Luxury e-commerce retailer Net-A-Porter has launched its quarterly glossy print magazine PORTER.

The magazine will use “shoppable technology” which uses image-recognition software so readers can use their smartphones to scan the page or can click on an image via a digital edition.

The 284-page publication, which will rival Vogue and Harpers Bazaar, will be available from newsstands and for download on Net-A-Porter.com from today. It features supermodel Gisel Bunchen on its front cover, who was recently replaced by Miranda Kerr as the face of H&M, and will be distributed to 220 cities in 60 countries with an initial print run of 400,000.

Honor Westnedge, Senior retail analyst at Verdict Research said it was “a great way to diversify the brand and build a loyal customer following.”

Net-A-Porter sells products from the likes of Alexander McQueen, J.Crew and Bottega Venata.

The retailer, which is owned by Swiss luxury group Compagnie Financière Richemont, has a global audience of 8.3m “high net worth” and “well-informed” customers.

Sales rose last year to £436m and it narrowed its losses as the retailer opened offices in New York, Hong Kong and Shanghai.

Published on Friday 07 February by Editorial Assistant

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