Canadian Magazine Industry News
10 March 2010,     TORONTO
LouLou redesigns to match consumer shopping reality
The way people shop has changed dramatically in the five years since LouLou launched, says publisher Marie-José Desmarais, and so must the magazine.
March 2010 LouLou
March 2010 LouLou

With a new tagline of “Style, Shopping, Stars”, LouLou launched a redesign with its March issue. The 163-page issue has 66 pages of advertising and showcases a new look that is very much influenced by the LouLou website, says Desmarais. “The articles are packaged with many entry points on one page,” she says. “It is designed like a website. Focused, detailed information. Went from a more general, to a very focused approach to fashion and beauty.”

The focus of the content has also changed to reflect the amount of money consumers are spending in stores. “Our slogan used to be “from Prada to Zara”,” says Desmarais. “Now we are focusing on really affordable buys. Most of the items are under $100. The content is not just about acquiring new things, more often it is about buying one thing and making it work with the rest of your wardrobe.”

The influence of celebrity from the catwalk to the sidewalk has also been acknowledged in the redesign. “Quite often a star will wear a look before it hits the runway,” says Desmarais. “The stars are adopting the trends at the same time the collection comes out. They are the ones that influence retailers and consumers. I call it the ‘Lindsay Lohan effect’. The addition of stars brings an entertainment aspect to the magazine. A new and fun feeling to the content.”

LouLou is published eight times a year by Rogers. It was number seven on the top 10 increases in single copy sales from July to December 2009, based on numbers from the most recent ABC Fas-Fax.

— Val Maloney
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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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