How to publish a stylish fashion magazine that entertains, inspires and even advises its readers?
Keen to make life more enjoyable for visitors to Metropole Zličín shopping centre when they are at home, on public transport and while waiting in the local café or lobby, the company decided to contact Boomerang and from 2014 to bring out a lifestyle magazine full of fashion inspiration and interesting reading. The magazine’s graphic design places the highest demands on the quality of product photographs, product collages and fashion stories, with carefully chosen models and outfits from the range of products offered by the Metropole Zličín shopping centre. The magazine’s content can be described as a typical hors d’oeuvre. As soon as readers get their teeth into it, they want the full meal including dessert – and this brings them into the shopping centre. For the third year, the magazine has come out once a quarter; it has 44 pages and a print run of 45,000. Its main route to readers is as inserts in popular lifestyle magazines such as Marianne, MF DNES, Maminka, F.O.O.D., Moderní byt and, of course, it is available in the shopping centre.
So, how do you publish a stylish fashion magazine that entertains, inspires and even advises its readers? Assemble a team of great writers, graphic designers, photographers and even a psychologist with something to say, and finish it off with a sprinkling of horoscopes.
The case study is valid as of 30.9.2017.