NEW YORK — B is coming into being. The premiere edition of B, a quarterly magazine created by Bloomingdale’s and John Brown Publishing, will be mailedto 270,000 of Bloomingdale’s best customers Oct. 23-26.

It will have a total print run of 310,000, with copies being offered at Bloomingdale’s stores for $3.95. Subscriptions will also be sold and, ultimately, Bloomingdale’s wants newsstands to sell the magazine in most major U.S. cities. The next issue comes out in February.

“B will be everything Bloomingdale’s has been known for in terms of fashion leadership, but it will take the brand one step further by allowing us to illustrate, in a relevant and artful way, the lifestyle of our merchandise,” Michael Gould, chairman and chief executive officer of Bloomingdale’s, said in a statement.

On the cover, Kim Cattrall wears a Donna Karan New York sleeveless V-neck gathered dress with leather ties in matte jersey, priced at $1,650. In an interview with the actress inside, Cattrall reveals her philosophical side, now that “Sex in the City” is in its final season. “I’m feeling really good now in my life. What I’m looking for is fulfillment and I’m not putting it off, I’m doing it now and that’s part of celebrating.”

Or you can skip to the pictures. She’s photographed in Ralph Lauren, Celine, Giorgio Armani and Tracy Reese.

Kal Ruttenstein, Bloomingdale’s senior vice president of fashion direction, has a Q&A with Zac Posen, one of his favorite designers. Posen discusses selling lemonade as a kid growing up in SoHo, his relations with “It” girls like Natalie Portman and Stella Schnabel, and his fashion business. Ruttenstein plans to have a different interview in each edition.

Other features include a travel story on New Zealand, a “mix masters” section of luxury items and basics, several more fashion spreads and a gossipy piece on a Candace Bushnell cocktail party, including a recipe for a drink she created.

Other upscale retailers have created magazines, including Bergdorf Goodman and Neiman Marcus. Saks Fifth Avenue is launching its magazine 5, which is scheduled to be mailed Oct. 29-31. Sometimes the publications issued by retailers are confused with catalogs or magalogs, since they are so merchandise-driven, but retailers in the past fewyears have stepped up the editorial content of their publications to convert them into proper magazines.“B should not be confused with a catalog or magalog,” George Epaminondas, editor of B, said in a statement.

According to Tony Spring, Bloomingdale’s executive vice president of advertising and marketing, B will be “a full-fledged magazine.” He added that Bloomingdale’s has “a good idea of what our customers are looking for, so we tried to pull together a terrific representation of her interests — fashion, home, beauty, travel, pop culture, hot new restaurants, new books, music. It’s about what we think insiders want to know.”

Spring said B is not a response to the competition. “We have been talking about doing this for two years,” he said. “We feel that our customer is looking for another product that best represents their lifestyle. A lot of other [retail-spawned] magazines can’t speak to the total lifestyle, since they may not have a home business, or the tie-ins Bloomingdale’s has to Broadway and Hollywood.” He was referring to the many shops and windows inspired by movies and theater that Bloomingdale’s has created over the years.

B’s first issue has 132 pages, including50 pages of advertising; the remainder editorial. There are nonendemic ads in the first issue from such companies as Mercedes, W Hotels and Boru vodka, as well as ads from Calvin Klein, Ralph Lauren, Chanel, and Lacoste, among other brands sold at Bloomingdale’s. “The advertisements are from both brands that we sell in the store and brands this customer is interested in,” Spring said.

Asked if the magazine is geared to make money, Spring declined to say. He characterized the venture as a partnership with John Brown. Spring said no additional staff was hired. Brown manages the project editorially and on the publishing side, though Bloomingdale’s reviews everything.

“I wouldn’t say it’s a women’s magazine, but our target customer is a female, late 30s to early 40s, affluent, well traveled, well read, enjoys the good things, and very focused on shopping as a hobby, not a chore,” Spring said. “She’s hard pressed for time, but if she had more, she would shop more.”Trends featured include corsetry-inspired eveningwear, ice cream-hued resort looks, streetwear, British designers and cocktail dressing. There are also items on metallic makeup shades, Italian housewares and psychic predictions on your fashion future. Ten pages are devoted to entertaining and home decor, nine to fashion news, eight to travel, and six each for arts news and celebrity news.

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