Beyond the Rack to launch fashion magazine in spring
September 26, 2013 | Michelle DiPardo | Comments
Online fashion retailer Beyond the Rack and Toronto-based media company Jones Media are gearing up for the launch of a new magazine aimed at fashion-conscious Canadian women.
The magazine – which has yet to be named – will officially launch in the spring of 2014 and will target fashion-forward Canadian online female shoppers in the 18 – 49 year demographic. Content will include features on fashion, beauty, health, wellness, décor, food and travel.
According to Richard Cohene, director of marketing at Beyond the Rack, focus groups conducted by the company have revealed that many women still subscribe to print magazines and like to receive content in that medium, so a magazine seemed like a logical next step for the online retailer.
“The branding component is also important,” Cohene said. “The goal is to be more than just a sales portal, but to also build brand affinity with customers. This is another way to be in the forefront of their minds.”
Jones Media – which Cohene described as a kind of “niche agency that forms strategic partnerships with companies to develop content,” and Beyond the Rack are courting advertisers in the fashion, lifestyle and travel industries.
The publication will be promoted on the Beyond the Rack site, as well as through social media. If that goes well, a larger marketing campaign may follow, said Cohene.
About two months ago, Jones Media began distributing Beyond the Rack branded packages with magazine rate information and incentives mock-ups to media planners and buyers to showcase its content and define demographics and rates. The premiere issue will be sent to select Beyond the Rack shoppers after they make a purchase.