May 11, 2012
Look, the UK’s biggest-selling weekly fashion magazine, is launching a major multi-platform street style franchise driven by user generated content. The development will boost consumer engagement and grow website traffic.
Tapping into readers’ obsession with other women’s style, ‘Look What I’m Wearing’ is a new addition to look.co.uk where users can share street style photography and get fashion inspiration from their peers. Visitors are able to like and comment on images uploaded by other users and discover where they purchased their outfits.
The franchise will also launch in print on 15 May. Focusing on a trend, city, or the most popular photographs that week, the print feature gives Look readers the chance to appear in the magazine each week.
Julie Lavington, Look publishing director, says: “We know from research that women look to other women for fashion inspiration, and we’re tapping in to this with Look What I’m Wearing. It will be a major new franchise, providing a daily online destination, a weekly event in print and snackable content on our social networks.”
Kate Stephens, editor of look.co.uk, adds: “Look What I’m Wearing will enrich Look’s digital experience and sits perfectly with our ethos of making fashion accessible to all women. We expect this franchise to significantly increase visitor numbers to look.co.uk as it becomes the must-visit digital style destination.”
Look will promote the launch of Look What I’m Wearing with digital and press advertisements in IPC’s women’s brands, and through social media.
Notes to editors
IPC Media launched Look magazine in February 2007 and it has since become the UK’s biggest selling weekly fashion magazine. Look’s success is largely due to its entirely unique mix of accessible fashion, glamorous but practical beauty and the hottest celebrity news and style. The magazine package is glossy and stylish, but with a warmth and integrity that has an avid following of fans rushing to the newsstands every week.
In the latest round of ABC figures, announced in February 2012, Look delivered an ABC of 280,481.
Look is on sale every Tuesday, with a cover price of £1.80.
For further information contact:
Victoria Higham, PR manager, IPC Media
Tel: 020 3148 5401 or email email@example.com
For high-resolution images go to www.ipcmedia.com/imagebank