Shop!, a 100-page glossy, will launch with the September issue of sister title Company on August 4. NatMags will then gauge its impact before deciding whether to launch the second edition next spring as a standalone title.
NatMags claims that the magazine is the first to be dedicated to women who spend on fashion and beauty in high street stores. It strips out the other contents of women's titles to offer 88 editorial pages showing the latest fashions available to buy.
The first issue will carry 12 pages of advertising but this is likely to increase in future issues. It is A5-sized and intended for women to carry around while shopping.
Shop! will aim to win over the Company target market of women in their 20s with a mixture of fashion advice and photography.
Justine Southall, publisher at NatMags, said: "There simply is no magazine out there for women that provides the breadth of content Shop! will. We have consciously up-paged the editorial content, a strategy designed to fully test all the editorial permutations available."
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