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Brief Published: 15 Mar 2012

Net-A-Porter’s New Editor-In-Chief


Already renowned for its heavily editorial-driven selling technique, fashion e-commerce giant Net-A-Porter has named Lucy Yeomans, editor-in-chief of fashion magazine Harper’s Bazaar UK, as its brand new editor-in-chief. It’s a clear indication of the brand’s ambition to create an all-dominating selling platform. 

Yeomans, who has been at the helm of Harper’s Bazaar for 12 years, has been appointed to the newly created role of editor-in-chief at Net-A-Porter in a bid to establish the luxury e-tailer as an equally credible source of fashion editorial as the most prestigious titles on the newsstand. The retailer stated in a press release today: “Net-A-Porter aims to become the ultimate fashion magazine, merging content and commerce on a global scale.”

As sales of printed media decline, it’s unsurprising that the industry’s top names are looking to lucrative digital media publications (and indeed retailers) to maintain their status. “The media landscape is evolving radically and Net-A-Porter has a global readership of over 3.5 million women who demand the very best edit of luxury fashion worldwide,” Yeomans commented. “I am looking forward to... [creating] content that elevates the consumer experience and continues to build Net-A-Porter as an authoritative voice to an unparalleled experience.”

See Stylus' report New Roles of Retail for a deeper exploration into how the growing overlap between social media, digital marketing and e-commerce has hurled a host of new job roles into the retail industry