Scanning the wealth of women’s magazines on store shelves two years ago, it seemed impossible to consider there was a gap in the market. But that is exactly what former editor of Slimming and More! Ali Hall proposed when she put forward the idea of a high street-based fashion and beauty weekly in 2006.
While the likes of Grazia and Vogue concentrated on aspirational purchases and high-end brands, Hall felt consumers were missing a publication which focused on the product an average 20-something woman could afford. Cue a magazine showcasing throwaway fashion.
The result was Look magazine, launched in February last year. An £18 million gamble by Evarn (a joint venture company led by IPC Media), Look’s opening ABC circulation figures of more than 318,000 made it the most successful magazine launch in 17 years, and the mass-market style and beauty bible has since gone on to trounce fellow fashion weekly Grazia, with ABCs for the first six months of the year of 307, 274 compared with Grazia’s 227,102.