The handbag-sized shop! will debut as a free supplement to the September issue of young women's title Company, on sale on August 4. The next issue will not appear until spring 2004. In the meantime, the concept will be refined through reader feedback and research, with the aim of launching shop! with a monthly frequency.
Editor Sam Baker, who also edits Company, said the concept evolved from the interest of Company readers, typically women in their early 20s, in high-street fashion coverage within Company.
The 100-page first issue of shop! will have 88 editorial pages.Baker said fashion content would be product-focused, creating ensemble looks, including beauty products and accessories, with the emphasis on accessibility.
Designer brands will be featured, but only those available in high-street outlets. "We're not producing a fashion mag to sit on coffee tables," said Baker. "Shop! will fit in readers' handbags and will be actively used on shopping expeditions."
Justine Southall, publishing director of NatMags' young women's group, said she expected shop! would also appeal to readers of 30-something title She, giving shop! an older average readership than Company.
"There is crossover, you find lots of 30-plus women shopping in Top Shop these days," said Southall.
She added that, unlike Dennis Publishing's short-lived home shopping title, PS, shop! would not seek retail sponsors for editorial fashion spreads.
"Sponsored sections gave PS the look of a catalogue," said Southall.
"Shop! will appeal to retail display advertisers, as well as fashion brands promoting more affordable items in their range, such as belts and sunglasses."
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