Bauer Media fashion magazine Shop Til You Drop will increase frequency to bi-weekly and several new appointments have been made for the re-launch.
Bauer Media today announces that Australia’s highest-selling fashion title*, SHOP Til You Drop, will increase in frequency to become a bi-weekly publication from October.
The move comes in response to research which shows that, with the rise of social media, globalisation, e-commerce and evolving manufacturing techniques, fashion cycles and purchases have become faster paced for young Australian women.
“For a retail brand like SHOP Til You Drop, it is essential that we move forward in line with the retail revolution,” says Bauer Media’s Young Women’s Lifestyle Publisher, Anna Quinn.
“A bi-weekly edition allows us to deliver more content in a more relevant and timely fashion. The new format will offer a fresh, multi-platform approach for maximising our readers’ retail power through new advertorial and editorial initiatives.”
The new reformatted SHOP Til You Drop will hit the newsstands onOctober 24th, priced at $5.95, under the stewardship of new editor Alexandra Carlton, who was appointed to the position last month.
“I couldn’t be prouder to lead SHOP into its new era,” says Ms Carlton. “The magazine already boasts an unrivalled heritage in the Australian market as the only magazine women need when they’re looking to make fashion, beauty or lifestyle purchases. It achieves this by providing a thoughtful, considered edit of everything available. That won’t change. But, by increasing its frequency to once every two weeks, we’re demonstrating that this magazine has the courage to be nimble and forward-thinking, keeping pace with the way modern women live and shop.
“Put simply, our readers love to shop, so we have to give them the tools to do just that. According to our 2013 SHOP Reader Survey, almost 50% of readers agree with the statement ‘I was born to shop’ – to put that in perspective, just 19% of Australian women agree with that statement.”
SHOP Til You Drop readers adopt and experiment with the latest fashions more than readers of any other fashion title: 50% of female readers are early adopters of fashion, agreeing ‘I’m often the first to buy the latest fashion’ (versus just 13% of the female population).
“We need to be able to present our reader with the latest trends and store drops as they are happening,” says Ms Carlton. “That speed to market must be paired with the trusted content, edit and expertise that she expects from SHOP Til You Drop.
“Our readers have told us that the number one reason they buy SHOP is ‘for the latest fashion news and trends’ and they also told us they want even more of this content. Our reader is also hyperconnected, with 74% using a smart phone as their main phone, more than any other women’s fashion title. Our reader wants to shop from both bricks and mortar and online stores as soon as the stock hits.
“Our mantra is ‘See, Want, Shop,’ and the relaunch we will deliver our reader her shopping fix when and how she wants it.”
A number of new appointments have been made as part of the magazine’s relaunch.
Katrina Lawrence will join the team as Associate Editor, Beauty and Lifestyle. Katrina began her career at ELLE and CLEO and was the founding beauty editor and later deputy editor of SHOP Til You Drop. Recently, she edited the popular beauty website primped.com.au. Katrina has also worked for Madison and Harper’s BAZAAR and is one of the country’s most awarded beauty writers, having over 10 industry awards to her name including two prestigious Jasmine Awards for Journalistic Excellence.
Most recently the Beauty and Health Director at Grazia, Tracey Withersis taking her exceptional writing and journalism skills into a new arena asSHOP Til You Drop’s Associate Editor, News and Features. Tracey cut her teeth on broadsheet newspapers in London, before becoming the editor of one of Australia’s first and most successful women’s websites. She was author of Grazia’s regular Glosspel according to Tracey Witherscolumn and is a regular commentator on morning television. She has also written for Harper’s BAZAAR, Mindfood, Sunday Style, REEF andTen.
Marissa Foye has over 10 years’ experience in the magazine industry and joins the SHOP Til You Drop team as Creative Director. She began her career at NW Magazine and has since designed for Sunday Style, Vogue Living, CLEO, Real Living and was most recently Art Director ofGrazia Australia where she designed the 2012 Maggies Cover of the Year featuring Miranda Kerr.
Bauer Media will soon announce a number of prominent brand ambassadors who will embody SHOP’s spirited, energetic and pragmatic approach to the shopping and retail experience.
* SHOP Til You Drop circulation 65,152. Source: ABC, July – December, 2012
Fashion market defined as: SHOP Til You Drop, InStyle, Harper’s Bazaar, Vogue Australia