InStyle magazine boasts an audience of shopaholics who play right into the hands of advertisers.
Emily Taylor, editor of InStyle, aims to make it easy for her readers to purchase the items they see on the magazine’s pages via the inclusion not just of price, but also fabrication and stockist information, and feedback from retailers suggests she’s doing a solid job. “We hear from a lot of our advertisers that people go into stores holding the magazine saying, ‘I want this outfit, this look or this piece,’ which is pretty much the best feedback you can have,” says Taylor.
But it’s not just the pages of the magazine that are attracting readers with Taylor keen to point out the power of the InStyle brand across platforms. “Gone are the days of just having a print magazine or a website or an Instagram account. It’s really got to be all of those pillars, all working together,” says Taylor. “Our editorial team is now involved across all our channels, so we can make sure that our tone of voice is consistent and relevant.”
While InStyle’s print product has a loyal fan base that turns to the pages of the magazine each month for style tips delivered through the lens of celebrity, social media is also vitally important to the brand.
“Social media is huge for us as it is for everybody these days,” says Taylor. “The content that we deliver in the magazine is not necessarily the same content that we have online or on Facebook or Instagram. We tailor it to each specific audience.”
At the heart of InStyle’s online offering is the InStyle website which relaunched in late 2017. “The website now feels very premium. It looks beautiful, it’s very much aligned with our print product and interestingly, our online audience is also quite similar to our print audience,” says Taylor.
While some magazine brands see a demographic shift between online and print with online audiences often skewing younger, InStyle has a consistent readership profile across both. “We know that she is in the same age bracket. She is affluent, loves to shop, is interested in beauty, the latest trends, lifestyle and family,” says Taylor.
A fresh perspective
Taylor has been at InStyle for three years and she brings a unique perspective after working with a range of fashion brands during a stint in London. She spent time client-side with fashion retailers such as Net-a-Porter, Marks & Spencer and John Lewis helping the businesses tell consumers brand stories.
“The way the market is now, the way we are partnering with our clients and the way the industry is moving, the experience I had in London working within brands has been invaluable,” says Taylor.
It was during her time in London that she was tapped for the InStyle editor’s role. While the timing was a surprise, her appointment was a natural step given her deep relationships at Pacific where she had worked for many years on the Marie Claire brand. “I started as beauty director and then worked my way up to associate editor,” says Taylor.
Bringing the brand to life
Taylor has a number of opportunities throughout the year to bring the InStyle brand to life with the most notable the Women of Style Awards. Held in May each year, the event celebrated its 10th birthday this year.
“It’s an honour to be working on something that is really established in this market and is so loved,” says Taylor.
High-calibre personalities including Nicole Kidman, Deborra-Lee Furness, Gillian Armstrong and Lane Beachley judge the awards each year yet Taylor says the event isn’t elitist.
“Fashion magazines are sometimes painted in a way that is exclusive but these awards are the antithesis of that. Everyone in the room has each other’s backs. There is amazing networking and we hear about working relationships that have started from people exchanging business cards at the dinner table,” she says.
While the awards are more of an industry-facing offering, the InStyle brand has other event extensions including InStyle Shops, a partnership with Sydney’s Macquarie Centre.
Born out of a desire for the shopping centre to speak to a wider audience about its Australian fashion offering, the event gives shoppers an after-hours shopping experience complete with DJs, grazing stations and pop-up bars. The first event in 2017 saw many retailers at the centre double their daily budgets and repeat events have been even more successful.
With her shopping-obsessed audience in mind, Taylor says: ”It’s an opportunity to bring the magazine to life which works really well.”