Jan 14, 2019 | By Sarah Housley
Experience Lifestyle & Interiors on WGSN.
British menswear retailer Topman has launched an interactive, online magazine with content that can be curated by its reader.
Topman Generation has been designed and created by advertising agency M&C Saatchi, and developed to work across more digital platforms than any other publication at present, including the web, iPad tablets and smartphones. Additionally, a feature on the site enables users to interact with the magazine’s elements and save preferred content. This is then compiled into a personalized ‘reading experience’, which users can share to social media sites, such as Facebook. Another function on the site recommends similar content to articles they are currently reading.
Edited by former Dazed & Confused arts and culture editor, John-Paul Pryor, the first issue – which launched today – features opinion pieces and cultural guides alongside fashion, music, film and art, including interviews with established and emerging artists, such as Bo Ningen, Yoko Ono, Miranda July and James Long.
Although the magazine features items from the store on its pages, e-commerce is not the sole purpose of Topman’s editorial pursuit.
“The premise of this project is engagement and information at the forefront, with commercialization secondary,” explains Jason Griffiths, Topman’s marketing director.
Over the past decade we have seen an upsurge in retailers converging editorial content with e-commerce, but Topman appears to be seeking an alternative route for actively engaging with its consumers on a more personal level – a subtle take on the idea of ‘mag-tailing’ which will undoubtedly yield successful results. – Samantha Fox
Watch the promotional video here.
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