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SHOPPING AND SOCIETY: W magazine will introduce two themed issues in 2010, beginning in April, when the entire book will be devoted to shopping. During a breakfast with beauty advertisers and executives on Wednesday, vice president and publisher Nina Lawrence explained the issue will be 100 percent “shop-able,” which means every item shown in editorial and advertising is for sale. Readers will be able to shop directly from ads, for example, by taking a picture of a given page and sending it to an e-mail address. Up to three messages will then be returned to the sender, including a link to buy, a special offer and a video of that brand’s latest collection. To mark the issue, Lawrence is planning a two-day shopping event in New York’s Meatpacking District at the end of March.
W also intends to publish a “society issue” in December 2010 that is slated to include an exploration of American society over four decades; black books of New York, Los Angeles and Washington socials; a selected network of socials blogging and plenty of photographs. A spokeswoman pointed out that W will not reduce its frequency next year, contrary to rumors, adding that the beauty-themed issue will be back next year, in May.
During the breakfast, Lawrence also discussed a new beauty report from W that looks at the concerns of today’s luxury consumer. The report found that 73 percent have maintained their spend on beauty products and 86 percent view beauty products as affordable luxuries. And while 93 percent of respondents said they are not brand loyal, the study found 96 percent will shop a given brand’s entire line if they find a product they like.
— Amy Wicks