Net-A-Porter brings the blur between retail and editorial to its apex this Friday with the launch of Porter, the company’s expensive new print glossy. At $10 a copy or $48 for a subscription to six issues a year, the magazine, like everything in it, is very 1%.
So one of the retailer’s concomitant efforts to play up the new magazine is surprisingly populist. The I Am Porter iOS app invites users to edit photos themselves into mock up covers of Porter, share the results online with the hashtag #IAMPORTER, and be entered to win an $8000 Net-A-Porter spree. It’s a pretty good excuse for taking a selfie.
The app, in some ways, is in the spirit of the magazine itself, which will be keep its commercial connections to a minimum, merely advising readers to download Net-A-Porter’s shopping app in order to get the goods. Beyond that, the mag will also feature looks which consumers can only access through their original designers and a few other, so far unnamed, retailers.
Of course, even though the big news about Porter is that it’s going to exist in physical form, there will be mobile and digital versions, too. And for mobile readers using the shopping app, snapping a photo from the mag’s physical pages will automatically open Net-A-Porter on their phones. Did we hear the 2014 buzzword “omnichannel” shouted our way from the ether?