Following the successful re-launch of Cosmopolitan last year, Hearst Magazines UK has announced changes to its fashion brand, ELLE UK.
The September issue of ELLE will signify a new direction for the brand, with a new distribution strategy (in addition to its existing newsstand presence), a bold new look and a new approach to editorial content across its print and digital platforms.
Hearst is also pioneering a ‘print on demand’ distribution approach for the September issue to target the ELLE audience. For the first time in the brand’s history, consumers will be able to pre-order copies of the magazine with a cover of their choice between 1-6 July, four weeks before the main September issue hits newsstands. The September issue of ELLE will be available in five different cover options – featuring Kristen Stewart, Zayn Malik, Hari Nef, Amandla Stenberg, and a specially commissioned bespoke art cover – chosen to appeal to various ELLE communities and fan-bases.
Following on from its innovative “pop-up and pick-up” distribution strategy for Cosmopolitan, Hearst has negotiated brand partnerships for ELLE that include MatchesFashion.com, Space NK and Lookfantastic, to distribute the magazine through their respective channels and reach a targeted, high-spending consumer. Copies of the magazine will also be available through ‘pop-up’ and ‘pick-up’ points at carefully selected events including London Fashion Weekend and key festivals.
The magazine has been redesigned by Creative Director, Suzanne Sykes, with a new, cleaner, sophisticated aesthetic with the intention of creating a luxurious and curated experience for readers of the magazine. It will have a new 300gsm cover and a 16-page ELLE COLLECTIVE section celebrating diverse and vibrant culture, printed on matt 100gsm paper stock, and created to be suitable for brand partnerships. The redesigned magazine will have new contributors, bold features, 75 pages of beautifully edited fashion, and an up-weighted beauty section including a new eight-page beauty directory.
The brand’s refresh also includes digital changes. ELLEUK.com has just moved to Hearst’s propriety technology platform, MediaOS, which allows editorial teams access to up-to-the-minute audience insight, and provides consumers with a better user experience. Under the direction of new Digital Editor Natasha Bird, the site’s popular fashion and style content has been re-envisaged, with regular shopping galleries, curated by ELLE’s experts, posted daily and timed according to the user habits of its readership. The ELLE team will dissect and analyse news and trends, with the aim of delivering insightful content to its loyal audience.
Editor-in-Chief of ELLE , Lorraine Candy, says: “We know from engaging with our readers and social followers that it’s the ability of ELLE’s expert team to edit and curate fashion, beauty and culture that is at the heart of what we do. We instinctively know what our audience want before they do and we apply our skills to help them make the best choice – whether that’s a bag, a mascara, an exhibition or a festival.”
Group Publishing Director of ELLE, Jacqui Cave, says: “ELLE has a lot of resonance with stylish, smart and creative women. These innovations and changes are driven by our deep insight into the demands of our audience. Through our ‘print on demand’ strategy and our emphasis on our new distribution partnerships we expect to create new connections with the ELLE community. The redesigned magazine celebrates the unique experience of luxury print, whilst the refreshed ELLE website demonstrates our aim of giving consumers inspiring content in a format to suit them.”