Porter Digital is new "voice of Net-A-Porter" online

By

Barbara Santamaria

Published
Feb 15, 2018

Net-A-Porter is expanding its content creation to meet customer demand for more and more frequent stories with the launch of Porter Digital, an online platform delivering daily editorial content in four languages.

The launch builds on the luxury e-tailer’s Porter magazine, which has become an established fashion title since its launch four years ago.

The Porter brand will become the “editorial voice” of Net-A-Porter, encompassing all daily, weekly and bi-monthly global content shared by the company across social media, digital and print, it announced on Thursday.

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The changes also involve Net-A-Porter’s weekly online magazine The Edit, which will be rebranded as PORTEREdit. The online magazine will now feature 52 exclusive celebrity cover shoots and interviews a year, as well as in-depth shopping curations. Video output will also double with two original films going live every week.

The expanded content creation strategy comes as the company reveals that 75% of shoppers wanted more content and more frequently. The retail site, which sells designer fashion from top brands including Gucci, Stella McCartney and Balenciaga, also benefits from Net-A-Porter’s expanded editorial content, as it gives potential customers an instant transition from inspiration to purchase.

Porter Digital will be integrated into the Net-A-Porter app, providing the ability to purchase items with just one click.

Editor-in-chief Lucy Yeomans said: “When we launched Porter four years ago I dreamed of creating a new global fashion magazine: a magazine that spoke to the woman of today, combining luxury fashion, high quality original content and the authority of print magazines with the instant access and global reach of the digital world. With the launch of this new digital platform and daily content, we can truly armour the Porter woman with absolutely everything she needs to be her best possible self, every day.”

Tess Macleod-Smith, VP Media & Publishing, added: “Our mission has always been to be world-class leaders in content and commerce, anytime, anywhere and on any platform.  The launch of Porter.com, powered by Net-A-Porter is a direct response to a desire and demand for more content from our luxury audience. Under one voice we will create a fully immersive world where our consumer and brands can harness the power of a truly global 360º Porter ecosystem.”

The new Porter Digital platform will launch this month.