But are you confident it will lure readers?
We didn’t start this project by thinking of an idea for a magazine, then trying to find it an audience. We’ve spent the past year and a half talking to 18 to 30-year-old women and finding out what makes them tick. In the 1970s the average number of years between a woman leaving home and getting married was five. Now it is 11.
Women in the 18-30 age bracket are living in a decade of indulgence, with more disposable income and more relationships than ever before.
What they want from a magazine boils down to two things: celebrities and high-street fashion. Mags such as Vogue and Marie Claire will argue that women want high-end aspirational fashion rather than Primark’s latest ranges.
How do you respond to that?
Our audience’s number-one leisure activity is shopping. They buy things every week and most of that is not from designer labels. Top Shop brings out 300 new products a week, so women aren’t as bothered about seasons any more. They want to know about everything coming out that week – everything they can buy right now.
So, what do you want to hear about from PR executives?
Things that are launching, new designs, new stores.
Has a celebrity been in your store? If so, what was he or she buying? We have to be as newsy as possible, so tell us about things that are happening now. LOOK has rolling deadlines and can turn stories around very quickly, but we want things exclusively.
Whom should PROs approach?
If it’s fashion, talk to Hannah Hughes on T 020 7261 6064. If it’s beauty, talk to Claire Ray on T 020 7261 6030 or Ravinder Bhogal on T 020 7261 6266
Press day Fridays
On sale Tuesdays
First issue 6 February