Evening Standard targets US and UK with shoppable luxury content launch

By

Sandra Halliday

Published
Nov 16, 2018

London newspaper the Evening Standard has launched a new digital platform targeting high net worth individuals in the UK and North America and offering “quality lifestyle content.”

The media company said it “gives readers unparalleled access to the ultra-luxe world” and, as such, it could prove to be a key channel through which the fashion sector can reach high-spending consumers.

And there’s a direct e-tail element too as the site can “help users replicate the looks of those in high fashion with shoppable links embedded into editorial content.”

Content is centred on “high-profile celebrities, influencers, style, young royals and those ‘insiders’ in-the-know in society,” all of which make up the group the Standard has focused on for many years.

But the interesting and different element of the launch is the dual US and UK subject matter. Aiming to “unlock the high life” and covering fashion, beauty, design, wellbeing, travel, and food and drink, the operation has offices in both New York and London.

The new digital platform has the first US-based Evening Standard team who will report with the London team on trends on both sides of the Atlantic, underscoring the global nature of the luxury industry and also how outward-looking a market London has become. 

New journalists to the luxury portal include Lucy Pavia (Insider Editor), Margaret Abrams and Leah Miriam Cooper who have extensive experience across Marie Claire, Vanity Fair and the New York Observer. 

Harrods has already signed on as an initial commercial partner for Insider to promote its recent link-up with Williams Sonoma, which may focus on foods, but shows the potential for UK-US cooperation between brands and stores across other categories.

Evening Standard owner ESI is touting the new digital property’s potential to give commercial partners “the ability to target a hard-to-reach audience that enjoys life’s luxuries through sponsored content, advertorials and bespoke events.” 

Steve Cording, Head of Sponsorships at ESI Media, said: “Evening Standard readers are a discerning, affluent audience that are typically hard to reach. One in five of our readers opt for premium products rather than standard goods or services, making it an attractive audience for luxury marketers.”