PORTER Digital drives spike in traffic in first month since launch of daily content

Net-A-Porter says it has experienced a 243% increase in unique users and a 214% increase in new visits to its digital platform since its editorial brand PORTER launched its daily content last month.

In addition the luxury fashion etailer says that mobile traffic has doubled, a testament it says to its mobile-first technology and "one click" to purchase proposition, and that China has emerged as the third largest market for PORTER.

Last month Net-A-Porter revealed that it was adopting the brand and voice of its quarterly glossy print magazine across all of its content on all channels and that it would be updating its content on a daily basis. Its weekly online magazine The Edit became 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 was also doubled as part of the initiative with two original films going live every week.

PORTER magazine was introduced four years ago when the etailer brought in former Harpers Bazaar editor and publishing director Lucy Yeomans and Tess Macleod-Smith to launch it.

"I am thrilled to have launched 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," Yeomans said.