John Lewis is making a major move in the online clothing market by launching a digital fashion magazine on their website.

The magazine titled ‘Spring Fashion Special’ has been brought in to complement the chain’s monthly glossy magazine and will feature features, interviews as well as the season’s latest trends.

FashionUnited report that content in the first edition of the magazine includes the editor’s top picks for summer outfits, videos for make-up and beauty ideas as well as a competition to win £500 of instore vouchers.

Although the magazine is only due to remain on the website until July 27th, a John Lewis spokesperson said that the spring edition could be the first of many e-magazines produced depending on their success.

Speaking to Marketing Week, they said: “Fashion and beauty naturally lends itself to this type of online content however, if we see positive results from this both commercially and from partners and customers, then there is no reason why we wouldn’t consider rolling the concept out to other categories.”

This marketing news may catch the attention of other supermarkets and department stores who are currently only producing print editions of a monthly magazine.

The new e-catalogue is produced by John Brown Media.  

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