Net-a-Porter turns to print.

 

Just when we thought digital publishing was taking over the word and  magazines were no more. Ecommerce retailer Net-a-Porter launch their version of a glossy physical publication called "Porter". There were no shortage of sceptics and many wondered why a digital pioneer would produce a print product when the fashion industry is undergoing such dramatic changes in regards to online content. Natalie Massenet, Founder & Executive Chairman at the Net-a-Porter Group, stated that magazines are an enamours part of the consumers lifestyle. Its something that isn’t disposable and will be on the newsstand for 8 weeks, as well as hopefully being on the consumer’s coffee table and shelf’s for years to come. It’s something that’s intimate and takes dialogue to the next level by translating to women not just fashion but diet, travel and lifestyle. It’s a new visual identity for the porter women whom Natalie in visions is a strong, independent, Catharine Hepburn type.