New InStyle website will keep pace with fashion moves

Monthly fashion and style magazine InStyle has launched a daily-updated website in a bid to keep up-to-date with the increasing pace of the high street and tackle "the Grazia effect".

Editor Trish Halpin said that by offering a "luxury" monthly along with a regularly updated website, they can offer their reader the best of both worlds and keep up with fashion weeklies such as Grazia.

Halpin (pictured) said: "Because of the nature of the high street and how that has changed in the past few years, it's obviously having a significant impact on magazines.

"They're [high street shops] not just having a delivery of clothes once a season, they're having one once a month – once a week in some places – of new looks and new styles. Trying to keep up with that on a monthly basis is quite difficult."

InStyle's circulation fell 7.6 per cent year-on-year in February to 181,909 – its first fall since launching the UK version of the title in 2001. In February, IPC launched its fashion and celebrity weekly, Look.

Halpin, who since taking over the editorship in September has had a redesign to push the "glossy" element, said the monthly magazine offers luxury that weeklies can't compete with.

She said: "What we're doing with the monthly is offering them amazing photography, good reporting, and features that take a long time to put together with expert information in them, which the weeklies can't do with their turnaround.

"It's the luxury element. The magazine is your indulgence, you read it in the bath or have it on the coffee table as a treat."

The new website has been in development for 12 months, and will complement the monthly magazine with original and additional content, such as videos offering behind-the-scenes footage of the magazine photo-shoots.

The site will also offer an extended version of the magazine's popular feature The Look with Look of the Day, where users can vote for their favourite celebrity look. Users will also be able to interact with the site, posting their own style and party pictures.

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