ShortList’s fashion special, MODE, is to expand its reach from September 2014 by replacing two issues of ShortList every year. This move reflects the growing interests of urban men in designer fashion, high street fashion and grooming – as well as mirroring advertiser needs for greater exposure to a wider, affluent male audience.
MODE was originally launched as a stand-alone publication in 2010, distributing in just three cities in the UK. The core weekly fashion coverage in ShortList has been boosted with the pages becoming more upmarket over time.
To amplify the MODE brand, ShortList’s style & grooming section will be expanded and rebranded MODE, starting in the 28th August issue. Then, on September 25th, ShortList launches its first MODE takeover issues, to celebrate and showcase the best of the Autumn/Winter 2014 menswear season, with a glossy special cover. Style Director, Adrian Clark, aided by Fashion Editor, Eilidh Grieg, and Grooming Editor, Mandy Pang, will continue to edit the weekly MODE section and Adrian will also take on the role of Editor for the seasonal specials, the second of which will appear in March 2015.
ShortList Editor, Martin Robinson, says: “This move represents our belief that ShortList readers are highly engaged with fashion and grooming, and want to see the cutting edge alongside the classic purchases. The high-end, cinematic quality of MODE will fit perfectly into ShortList each week, and I’m also genuinely excited to be handing over the reins to Adrian and our incredible style team for the bi-annual MODE takeovers. They’re going to really be something special, and will undoubtedly have a considerable impact on the men’s style and grooming markets as we distribute over half a million copies to our loyal ShortList readers each and every week.”
Publisher, Darren Sital-Singh, says: “Recent consumer research from Mintel reveals that men aged 25-34 are now more likely than women of the same age to be driven by the latest fashion when buying clothes (26% of males compared with 17% of females). Even slightly older men aged 35-44-years-old show a considerably above-average interest in keeping an eye on the latest trends. Our ability to reach these men in huge scale, through our freemium distribution model, presents us with a fantastic opportunity to cement ShortList’s authority as the most effective men’s fashion platform in print and online, in Britain today.”
