Rather than simply advertising products, magazines are increasingly getting into the distribution game. As magazine readership declines, new mag-tail concepts are proving effective not only at bolstering magazine brands but also at expanding product distribution to new consumers.
Marie Claire has embarked on two new collaborations connecting editorial content to commerce. In New York’s SoHo district, the magazine partnered with Mastercard on The Next Big Thing, a “first-to-market, hands-on retail pop-up experience bringing to life the newest innovations in fashion, beauty, entertainment, technology, and wellness.”
The three-week pop-up, which took place in September and October 2017, brought Marie Claire’s editorial content to life with three main zones named after popular sections from the magazine. Neiman Marcus stylists provided tips on designer fashions, while virtual skincare mirrors from Clarins offered next-gen product suggestions. Mastercard’s digital payment services allowed purchases to be made from any point in the store.