The Mr. Porter The Return of the Tux newspaper is a twenty-page long guide that instructs followers of the menswear label on top holiday picks. While the brand has mostly remained true to its online platforms, this print feature speaks to its willingness to revert back to more traditional consumer mediums.
The Return of the Tux is a part of a bi-monthly publication. Readers initially sign up online are in turn met with a wealth of information regarding gift ideas and expert couture advice.
To celebrate this festive edition, the label incorporated photos of Dean Martin and Frank Sinatra, the most authentic menswear icons. This selection of images is moreover spirited, bringing to light an old school approach to music and lifestyle.
Online-Newspaper Catalog Hybrids
The Return of the Tux is a Concise Shopping Guide
Trend Themes
1. Print Resurgence - The success of Mr. Porter's The Return of the Tux newspaper demonstrates the potential for traditional print mediums to make a comeback in the digital age.
2. Personalized Gift Guides - The bi-monthly publication by Mr. Porter showcases the power of curated gift guides, offering readers tailored recommendations and expert advice.
3. Nostalgic Marketing - The incorporation of iconic images of Dean Martin and Frank Sinatra in the Return of the Tux newspaper highlights the effectiveness of nostalgic marketing in capturing consumer attention.
Industry Implications
1. Publishing - The success of Mr. Porter's newspaper highlights potential opportunities for the publishing industry to tap into the demand for curated content and unique consumer experiences.
2. E-commerce - The bi-monthly publication by Mr. Porter showcases the potential for e-commerce platforms to expand their offerings by incorporating personalized gift guides and expert advice.
3. Fashion - The Return of the Tux newspaper demonstrates the opportunity for fashion brands to leverage nostalgia and vintage aesthetics in their marketing strategies to stand out in a crowded market.