CONTENT AND COMMERCE: Matchesfashion.com has been rethinking its editorial strategy and plans to introduce a revamped version of The Style Report’s print edition.
The Style Report, which is the retailer’s online and print content platform, has been recognized as one of the main drivers of traffic on the Matches site, also playing a key role in generating sales.
The weekly digital issue is popular for features such as “My Fashion Life” which spotlights women in creative industries, trend reports featuring a wide variety of social influencers and video content where designers from Erdem Moralioglu to Jonathan Anderson introduce their seasonal collections.
The print edition has been coming out twice a year in the form of a glossy magazine. The relaunch will introduce a new newspaper format, a redesign of the logo and an increased frequency from biannual to quarterly.
Kate Blythe, the company’s global content director, explained that these new introductions aim to reinforce the identity of The Style Report’s print edition and allow the editorial team to create more relevant content that is up to speed with the industry’s new “buy-now-wear-now” format.
“We really wanted to move our print forward and make it much more modern and innovative. We wanted it to have its own identity and for it to act like a fashion mood board for the season,” explained Blythe. “We also felt it was really important to communicate with our customers more frequently and highlight hero products and key trends for the main seasons but also pre-fall and resort collections, which are such big parts of the business. As we are producing the papers four times a year we can really drill down into the buy-now-wear-now conversation.”
Content will focus on fashion and introducing each season’s key collections and hero pieces, but will also include travel and lifestyle features. “Our customers and readers should find everything they need for a stylish life with us,” added Blythe.
Visual content will be more emphasized as part of the revamped Style Report, in the form of strong editorial shoots, as well as product images. Blythe explained that the renewed focus on imagery and design “aims to offer a snapshot of what you will see on the site.”
The cover of the new women’s issue is photographed by the famed Hans Feurer — best known for his work with Kenzo Takada and the Pirelli calendar in the Seventies – and features an un-airbrushed image of model Juliana Schurig in an oversized Stella McCartney coat, with New York City faded in the background.
“I think it’s a really strong, modern take on how to dress now. It feels empowering and is a fresh move forward,” said Blythe.
Other features include shoots by photographers Jerome Corpuz and Laurie Bartley and an interview with London-based stylist Bay Garnett.
The men’s wear issue will feature an exclusive shoot featuring Vetements pieces, an interview with footwear label Common Projects and a men’s knitwear shoot. “I love the bold, confident nature of the knitwear shoot. It feels stylish and new but still showcases those really great wardrobe-building pieces,” said Blythe.
There will be a complete crossover between the platform’s digital and print content, with every print feature including calls to action to drive the reader back to the Matches site.
Additional digital content, including video and animations, will also be produced in order to accompany print features and create a cohesive message across all platforms.
“That’s a really big strategy for us — to create engaging content for each platform that still feels cohesive across all channels and always on brand,” said Blythe.
Other plans include creating content tailored to different markets’ climate and language, given the company’s global customer base.
The new men’s and women’s issues of The Style Report are set to launch on Sept. 7 and they will be distributed through global partners including Eurostar, Virgin Atlantic and international five-star hotels.