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TOPMAN GOES EDITORIAL: Add Topman to the expanding list of e-commerce sites banking on editorial content to draw in shoppers. The U.K.-based high street retailer will launch a monthly online magazine called Topman Generation on Nov. 30.

Accessed globally via a link on, the interactive title will offer feature stories, opinion pieces, culture guides and multimedia extras. The magazine has been designed by London-based M&C Saatchi to be accessible via computer, tablet or mobile phone without downloading a dedicated app.

This story first appeared in the November 23, 2011 issue of WWD. Subscribe Today.

“It’s fashion-focused but takes into its sway film, music, cultural opinion, modern icons, great art, sport,” said John-Paul Pryor, editor of the magazine and previously the arts and culture editor at Dazed Digital. “I think people will be surprised at the kind of things in there.” It includes interviews with Yoko Ono, Seth Rogen, the Chapman Brothers, Perry Farrell, Kirsten Dunst, Ezra Miller, The Jesus and Mary Chain and Miranda July.

Each digital story will incorporate shopping features that allow readers to immediately purchase items worn by subjects in the magazine’s features or fashion layouts. The London-based fast-fashion retailer is putting e-commerce secondary to the editorial mission of the magazine, noted Topman executives.

“Articles will have related products represented at the bottom of the article so that these can be bought from our site — however these have to be truly relevant and inspirational,” explained Grazia Amico, Topman’s head of e-commerce.

“The premise of this project is engagement and information at the forefront, with commercialization secondary,” added Jason Griffiths, Topman’s marketing director.

Topman is the sibling chain to Topshop. Both are owned by Sir Philip Green’s Arcadia Group.

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