Media is launching a magazine devoted to shopping called Femina What To Wear. The group hopes to get its existing Femina readers to sample the new offering by giving it out free initially with the mother brand. Later, Femina What To Wear will be sold separately on newsstands.
Femina officials believe that there isn't a single shopping magazine that can serve as a shopping guide for the urban Indian woman. The spending capacity of women has risen because of the increase in the population of working women, greater media exposure and the retail boom. Femina seeks to tap this segment with the new magazine.
Tanya Chaitanya, editor, Femina, believes that while there are many fashion magazines that cater to high-end must-haves and shopping destinations, a truly India centric publication does not exist.
"This is for women shoppers who just wish to head to the nearest mall and pick up easily accessible stuff. It will serve as a fashion manual giving expert advice and celebrity style access," she says.
While other lifestyle magazines have focused on shopping as part of a much larger story, What to Wear will focus exclusively on shopping, Rai says.
The magazine, although complimentary with Femina, can also be bought separately for Rs 30. It is targeted at 25+ style conscious women belonging to SEC A. The magazine will hit the stands in the metros, Mumbai, Delhi and Bengaluru, by the end of this month. The initial print run is for 1,00,000 copies.
WWM is positioning the magazine as a shopping guide, which can be carried while shopping. It will promote it in malls and use media vehicles to which shoppers are exposed for the purpose.