19 October 2016
Time Inc. UK announces today that InStyle UK is to relaunch as a digital first brand as it embarks on a new strategy to directly address the changing needs of its fashion-obsessed audience. It is proposed that the December issue will be the final UK print edition of InStyle.
Led by BSME award-winning editor Charlotte Moore, the InStyle UK team will work with InStyle’s US team to leverage the huge reach and unrivalled access of this international brand to accelerate growth in the UK. This collaboration will enable InStyle to deliver a 24-hour content offering, keeping the audience up-to-date and fully engaged around the clock with more daily stories and videos than any other UK fashion brand.
“What we have achieved with InStyle over the last few years has been hugely rewarding and the team has, rightly, won numerous awards and nominations for their work across print and digital,” says editor Charlotte Moore.
“But the fashion world is changing dramatically, the way our audience interacts with it is changing and we have to change to meet that challenge. With a focus on delivering the InStyle experience across all digital platforms, we can really give our audience 24-hour access to all the fashion and beauty looks, trends and brands they clearly have such a huge appetite for.”
The InStyle UK team will create inspiring, relevant and relatable fashion, beauty and lifestyle content, and combine it with the best of the international red carpet, celebrity, style and service content from US InStyle and beyond, to deliver a unique editorial offering.
Justine Southall, Time Inc. UK’s managing director, fashion and beauty, says: “This new focus for InStyle means we can propel it to a leading position in the UK digital fashion space. InStyle’s authority combined with this significantly boosted content offering will make it a compelling destination for consumers and a very attractive proposition for our advertising partners.”
InStyle US has achieved significant digital growth in the last few years, increasing 96% in 2015 alone, to reach 10.5m unique users (Comscore), with a total social footprint of 11 million. InStyle UK is targeting 200% growth in 2017, across all digital platforms, as it leverages the strength of InStyle’s global brand to drive scale and engagement.
The US and UK teams are currently working together to create a new digital platform for the UK that will deliver unrivalled content for InStyle’s digitally savvy audience. The developments are an example of the power of the InStyle brand and Time Inc.’s ability to deliver quality content at scale to its audiences.
Notes to editors:The British edition of InStyle launched in 2001. instyle.co.uk launched in May 2007.
It is proposed that InStyle’s December issue, on-sale from 3 November, will be the final print edition.
For further information, please contact:
Anna Foster, group head of PR, Time Inc. UK, Tel: 020 3148 5406, 07896103474 Email: firstname.lastname@example.org