Porter editor-in-chief Lucy Yeomans: 'Content and commerce coming together just makes sense'
Net-a-Porter recently relaunched its editorial content to reflect a new approach: Porter, Net-a-Porter’s print magazine, combined with The Edit, Net-a-Porter’s online blog, for a more cohesive content strategy. In total, Net-a-Porter’s...
The Glossy Podcast · Glossy
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Show Notes
Net-a-Porter recently relaunched its editorial content to reflect a new approach: Porter, Net-a-Porter’s print magazine, combined with The Edit, Net-a-Porter’s online blog, for a more cohesive content strategy. In total, Net-a-Porter’s editorial team employs 70 people across print and digital. Whereas before, they were working in siloed teams, Net-a-Porter’s global content director and Porter editor-in-chief Lucy Yeomans said there’s now more collaboration across channels, including around new events and series that reach across both. Yeomans joined the Glossy Podcast to discuss why Net-a-Porter considers content and commerce an integral part of both its marketing and merchandising strategies, how fashion media has evolved and why a cohesive brand voice is so important.