Edgars Club magazine readers are savvy, connected and style conscious. The brief was to transform Club magazine – an established membership magazine brand – into a women-centric fashion, beauty and lifestyle magazine and shopping guide that serves as a retention tool and consistent reminder of the value of being a Club member.
John Brown published Edgars Club magazine from 2011 to 2016. At the heart of its success is the base of more than 700 000 Edgars Club members who are passionate about the loyalty programme that gives them access to hot fashion, beauty, lifestyle and travel content, as well as exclusive offers and competitions.
John Brown Media SA was tasked to create a monthly curated, glossy magazine showcasing, translating and contextualising the Edgars marketing message into an accessible, amplified, narrative-based custom magazine across dedicated sections: Style, Beauty, Live and Man. Club delivers relevant, meaningful and useful content that resonates with 1.8 million fashion-conscious, intelligent, well-groomed, career-oriented readers.
High-calibre, usable content sets a high editorial standard that competes with the glossy fashion and beauty titles on the newsstand, building brand love and increasing footfall in stores. We coherently included Menswear and Kidswear in the editorial line-up and editorialised Club Benefits, a key offering for this loyalty programme.
Previously handbag size and now A4 format, the change was accompanied by an exciting shift in distribution strategy: Club is posted to the premium Edgars Club VIP member base, while Edgars Club members receive an SMS voucher to collect their copy in store. The magazine is now also sold for a retail price of R20 at Edgars, Boardmans and selected Edgars Active stores, allowing advertisers to expand their reach to an even wider audience. Club has a guaranteed circulation of 700 000 copies per issue.
Since 2011, the Edgars Club brand has been transformed into an omni-channel retail content marketing success story. Edgars has seen a 30% increase in spend by Club members when compared to non-Club members.
Since 2011, the Edgars Club brand has been transformed into an omni-channel retail content marketing success story. Edgars has seen a 30% increase in spend by Club members when compared to non-Club members, 72% of Edgars shoppers rate the magazine as excellent against other retail magazines and 88% of Club members use the magazine as inspiration when shopping at Edgars.
The client entrusted us to also take on digital and social media for Club, as well their Winter 2016 advertising campaign and multiple catalogues.
The magazine has won numerous awards, including Editorial Excellence: Designer of the Year, Overall Publishing Excellence: Launch / Relaunch – Philip Tyler Trophy, Customer Publishing Excellence: Retail and Consumer Goods.