The newest addition to the UK’s magazine market arrived this week, via a taster distributed with thelondonpaper. Look is “the first weekly glossy high street fashion and celebrity magazine” - a bit of a mouthful, no? I adore delving into new magazines but this one didn’t set my world on fire. The concept works 100% but I’m just not their target reader.
My thoughts on the cover? Chartreuse, white and neon salmon pink - eurgh. It’s obvious to compare Look with Grazia (it’s launch was planned in reponse to Grazia’s rising circulation) but the simple fonts and splashy circles are way younger and more accessible - ie more mass market. Cover girl Posh looks ropey and there’s a very old picture of Kate Moss alongside an It Jeans story. The cover needs prettier, luxe-er things to grab my eye.
Inside: The Ed’s letter (her introduction) is rather Happy-ish in design with big quotation marks and similar fonts. Front section? Full of celebs in red carpet dresses. Boring. The overall layout of the celeb pages is Closer or Heat-inspired therefore it’s an easy read. Look is a world away from my precious perfect-bound glossies (filed away, chronologically, in their own bookcase). There are little scribbled notes on the pictures which adds to the read-it, rip-some-pages-out and chuck-the-rest philosophy. The hyper-shiny paper certainly makes for a throwaway read (I know Grazia doesn’t have the best papier for tears but at least their grain has a heavier, quality weight).
I imagine Look’s readers to be a mix of first jobbers, saturday night clubbers and working women unencumbered by mortgages. Editor Ali Hall has spoken at length about her target being those in their “decade of indulgence” (sharing a similar market with Company). But if they’re so indulgent why include a cover-line about Primark? The gossip and real life sections will reel in loads more readers (Brit women love those “I went to loo and had a baby instead” stories).
Look seems to be the UK’s first true magalogue. It’s full of simple cut-outs of items that are in store this week - allegedly. It’s so difficult to get PRs to commit to on-sale dates (and they have been known to get it wrong in their over-eagerness to win coverage) so this is a brave move. I wouldn’t look forward to dealing with the reader complaints.
The one main fashion story, on metallics, was odd and looked out of place in a sea of crowded pages. I was expecting a Marie Claire 101-style feature but Look’s attempt lacked soul. They need to come up with twists and hooks to support these pages (which I would have called the well but there were so few ads!). Instead of just shooting nice metallic pieces each outfit should have a reason for being there (how to add sparkle for work, this works on pear-shaped bodies &c). Must try harder.
Flicking further back there’s a solid denim guide (but anything about jeans gets a thumbs up in my book), news pages and more cut-outs. Look is the Lucky that will work in the UK (Happy eat your heart out) but I do think they should squeeze in more mid-range and diffusion brands to step up the pace (DKNY! Paul & Joe! Cacharel!). Even high street honeys glam up their Baxters with a pair of Miu Miu pumps or a sparkly top from D&G. The Life Consultancy section was a useful read, full of solid advice and meaty topics. A strong USP. But the last page? Shiny, sticky-looking faux-snakeskin… Gross! What a nasty taste to leave in reader’s mouths.
I might want a magazine to inspire and excite me but I know that thousands of girls will go out and plan shopping trips around Look’s pages. We haven’t seen figures but there does seems to be room for a cheap, fast fashion mag (although newspapers already do a good job of giving readers the SP on what’s au courant). While monthlies haemorrhage readers Look will certainly mop up a fair portion of their ABCs but this shift to the want-it-now generation will have implications for the whole media and shopping industries. As readers become more demanding PRs must step their game up.
In return I’m going to retreat to the uber-glossies and perhaps other readers may follow (or perhaps not). Boy, do I overestimate the average British woman sometimes. As a reaction to cheap factory made items that potentially exploit Third World workers I may start championing Slow Fashion in the same way that Slow Food (and Jamie Oliver) aim to reclaim the over-processed budget catering arena. Guilt over throw-away fashion is already creeping into my wardrobe, however, flicking through a colleagues’ copy may become Mrs Fashion’s new guilty pleasure. It’s not for me but I think it’s going to sell bucketloads.