PORTER becomes editorial voice across Net-A-Porter as it goes digital with daily updates

Net-A-Porter.com will now deliver daily digital content across all of its platforms using the editorial brand and voice of its bi-monthly glossy print magazine PORTER.

PORTER Digital will result in a constant feed of expert fashion, beauty, culture, travel, interiors and celebrity stories, published daily, weekly and bi-monthly, across Net-A-Porter's website, social media sites and in print. The content will be translated into four languages and made available to its 6m high-net worth global consumers.

As a result of unifying its content under one voice and one team the website's online weekly magazine The Edit will be rebranded as PORTEREdit with 52 exclusive celebrity cover shoots and interviews a year, as well as "in-depth shopping curations" from PORTER's fashion experts. Video output will also double with two original films going live every week.

Lucy Yeomans, Editor-in-Chief of PORTER, who joined Net-A-Porter from Harper's Bazaar in 2014 to launch the publication, said: “I am thrilled to be launching PORTER’s daily digital platform and combining two power brands PORTER and The Edit.

"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.”

Net-A-Porter says that customer research carried out last year revealed that 75% wanted more content, more frequently. And shoppability was also a key requirement as consumer's lifestyles become increasingly mobile. The PORTER Digital content provides a "seamless link between content and commerce, offering an instant transition from inspiration to purchase." PORTER Digital will also be integrated into the Net-A-Porter app offering users "one click" to purchase.

Tess Macleod-Smith, VP Media & Publishing, said: “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 360-degree PORTER ecosystem.”