Following the successful re-launch of Cosmopolitan last year, Hearst Magazines UK has announced changes to its fashion brand, ELLE UK. The September issue of ELLE will signify a new direction for the brand, with a new distribution strategy (in addition to its existing newsstand presence), a bold new look and a new approach to editorial content across its print and digital platforms. Hearst is also pioneering a ‘print on demand’ distribution approach for the September issue to target the ELLE audience. For the first time in the brand’s history, consumers will be able to pre-order copies of the magazine with a cover of their choice between July 1-6, four weeks before the main September issue hits newsstands. Additionally, Hearst has negotiated brand partnerships for ELLE that include MatchesFashion.com, Space NK and Lookfantastic, to distribute the magazine through their respective channels and reach a targeted, high-spending consumer. Copies of the magazine will also be available through ‘pop-up’ and ‘pick-up’ points at carefully selected events including London Fashion Weekend and key festivals. The magazine has been redesigned by Creative Director, Suzanne Sykes, with a new, cleaner, sophisticated aesthetic. The brand’s refresh also includes digital changes. ELLEUK.com has just moved to Hearst’s propriety technology platform, MediaOS, which allows editorial teams access to up-to-the-minute audience insight, and provides consumers with a better user experience. Under the direction of new Digital Editor Natasha Bird, the site’s fashion and style content has been re-envisaged, with regular shopping galleries, curated by ELLE’s experts, posted daily and timed according to the user habits of its readership.

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