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‘Storytailing’ marries magazines and mobile for online fashion retailer The Iconic


‘Storytailing’ marries magazines and mobile for online fashion retailer The Iconic


Australian online fashion retailer The Iconic will publish a quarterly print magazine that allows readers to shop straight from its pages using their smartphones.

The quarterly title will be published by Pacific Magazines’ custom publishing business, Pacific+, using its ‘Genie’ technology, which directs readers to mobile shopping portals when products are scanned by a mobile device, The Australian reports.

The move will be one of the most pervasive examples of ‘storytailing’, a trend being championed by the fashion industry whereby retailers use product ranges to create fashion content, from a local retailer. Global online retailer ASOS introduced a similar ‘scan to buy’ interface in its custom magazine in August.

Magazines continue to be powerful sales tools for the fashion industry, and are a medium The Iconic is confident putting its trust in, managing director of the pure-play etailer, Finn Age Haensel said. “So it’s important for us to have a printed magazine as a powerful sales tool that inspires fashion and speaks to our audience,” told The Australian.

The first issue of the The Iconic will be mailed to the retailer’s database of customers and made available online from Friday. At 100-pages long, the print run is reported to be 100,000 copies for the first edition.

Pacific+ is understood to have beaten ACP Magazines, newly acquired by Bauer Media Group, in a competitive pitch.

Pacific’s Genie ‘action code’ reader launched in June and has been used it in a range of titles, including Home Beautiful, Who and Marie Claire. ACP also offers scan to buy technology.



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