Bauer’s Men’s Style is taking its brand beyond a quarterly magazine and tapping into the appetite for collectibles, with the launch of a 150-page book.
The ‘Classic Edition’ features brands including Lacoste, Tag and Diesel and is being touted as a manual for the modern Australian man. The book, out today, also brought on new advertisers for Men's Style, Tiffany & Co and Tod's.
Men’s Style editor Michael Pickering tells AdNews the idea for a collectible publication was inspired by Esquire’s Big Black Book that launches out of the US.
“The Classic Edition is more book than a magazine. We all know that print has its challenges but there is an increasing appetite for special issues and event-based publishing,” he says.
“We wanted something that connected to our 13 year history but also a product that would appeal to a new audience.”
Men’s Style currently publishes a quarterly magazine. Pickering says while the collectable is currently a one off, he’d like to make it an annual offering.
“Classic Edition stands apart from the magazine, with longer features that look beyond current trends. It takes a bit of a pause on the manic world of fashion,” he says.
The publication launches with a heavier paper stock and textured cover and includes a guide to modern dressing for events and an interview with Matthew McConaughey.
Pickering explains the move is part of a two year path of renovation, with the magazine launching its website for the first time this year and upping its brand awareness through fortnightly EDMs.
“It’s a matter of evolving the title which we want to do to keep up with our changing audience,” he says.
“I think as an industry we will see more special editions and collectible products launch. There are more things you can do in terms of print and we are looking for new ways to create print content that can also tie into digital.”
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