Interview with NOW magazine editor Abigail Blackburn

If you work in fashion retail you’re likely to keep up with Britain’s foremost celebrity weekly NOW magazine.

Last week the magazine launched its new look with even more fashion features – brilliant news for the industry.

I recently interviewed the magazine’s editor, Abigail Blackburn. In Part 2 of the interview – (see Part 1 here) - I find out what percentage of Abigail’s fashion is consumed online, and how the growth of online retail has had an impact on NOW’s editorial.

Abigail, what percentage of your fashion buys are from online stores, and which websites are your favourites?

I probably buy 40% of my fashion online now and it tends to be the websites who communicate regularly with email collection updates and offers.

When my favourite label, LeonaEdmiston.com, send me their Dress Of The Week email, I usually can’t resist buying it, because it’s so easy and her frocks are always worth it.

I like Next.co.uk, who feel fresh whenever you log on, and M&S.com, who are great at being in the moment and emailing things like ‘the three-quarter sleeve leather jacket you’ve wanted all spring is available from tomorrow’. Their catwalk video feature is also fantastic.

Asos.com is brilliant because it’s so huge, I can browse for ages and there’s always a clearance area, which I love to check out. They also deliver the fastest, even without opting for express delivery.

I visit theOutnet.com at least twice a week now, but I never get my timing quite right, as whatever I want will be sold out.

The growth of online fashion retail stores has given people choice beyond their local high street. Do you feel this gives NOW more of an opportunity to feature product from less established fashion stores and brands, because your readers can buy it online?

Absolutely. If a product has online availability then that gives us more incentive to feature it, especially compared to one little chic boutique in West London that 98% of our readers can’t get to easily.

It also makes a big difference that you can see most outfits styled on a model online, as well as virtually style a look yourself with Boden.com’s Outfit Maker, for example.

Online fashion stores are incredible at giving the mass market woman instant fashion savvy.

See Part 1 of the interview here on www.leonbaileygreen.com