Sydney-based publisher Big Splash Media has launched a customer fashion magazine called The Iconic Magazine, which is backed by European online fashion retailer Zalando.
The 84-page magazine will contain interviews, news and fashion tips from Australian and international designers, as well as promotions running on the e-tail site, theiconic.com.au.
The initial print run will be 50,000, and the magazine will be distributed to Iconic customers and at fashion hubs in Melbourne, Sydney and Brisbane.
Big Splash Media expects the magazine to hit newsstands next issue.
It will also be available as an iPad app.
The editorial team includes former Fairfax fashion editor Natasha Silva-Jelly and ex-Harper’s Bazaar stylist Kylie Hetherington.
Big Splash Media publisher Peter Lynch said in a press release: “I think it is terrific that e-tailers are now spawning a whole new genre of magazines and finding that it works well for their business model.”
“The ROI numbers for the magazine in Europe are quite astonishing, and really underscores the strong marketing links in fashion between a smart and informative magazine and a great transactional site with good prices and a brilliant delivery system.”
“The Iconic can deliver within 3 hours in Sydney metro – meaning you can see it over lunch in our magazine and be wearing it at cocktails.”
Lynch added that the format might also be launched in New Zealand.
Big Splash Media publishes custom magazines including Carnival for Australian Turf Club and Rotarian Traveller for Rotary Down Under.
The company was in the news last year for its failed attempt to buy rival Sydney custom publisher Gadfly Editorial Services.