Shoo fits in fashion market

Shoo: for women who love shoes

Women who love shoes are being targeted by the publishers of a new fashion magazine called Shoo.

The 114-page glossy has attracted a team of top fashion journalists including editor Carmen Bruegmann, who freelances for Femail and Closer, fashion editor Alex Longmore, former contributing style editor on the Daily Mail, and designers Geoff Waring and Anton Jacques, who have worked on Glamour. Mimi Spencer, former editor of ES Magazine and ex-Vogue is also involved as editorial consultant.

The title was founded by media lawyer and managing director Jonathan Vanderkar and is published quarterly by the London-based Shoo Magazine company.

Vanderkar said Shoo would be positioned at the high end of the market and would have an aspirational feel, featuring a range of designer brands.

He is hoping to attract a broad readership however and plans to target everyone from well-healed designer-clad women to students and “fashionistas”. “Whoever reads Vogue – whether they live or dream the lifestyle should also buy Shoo,” he told Press Gazette. “The shoe/accessory market for consumers is not specifically serviced by any other magazines.

“Items in the leading fashion mags are sporadic, whereas this sector of the fashion market makes up a big chunk of the overall fashion market. The high street presence of the leading designer shoe brands is proliferating, and the market and awareness of these brands is growing. Women love shoes, we love shoes and believe the time is right for our magazine,” he added.

The first issue includes an interview with shoe designer Manolo Blahnik by Arena style editor and Independent and FT freelance Josh Sims and a piece on why women are obsessed with shoes, by GQ’s fashion editor Catherine Hayward.

It also features travel, celebrity style and a health and beauty piece on “10 simple steps to fabulise your feet”. Closer’s fashion editor Jayne Blight is also among the contributors.

Shoo has a cover price of £3.85 and will be distributed in the UK as well as selected outlets in New York, Los Angeles, Europe and the Far East. Vanderkar said he is hoping for settle down sales of 30,000.

Bruegmann has been working on the launch since last September. She trained as a journalist as a reporter on the Hull Daily Mail before becoming women’s editor of the Yorkshire Evening Post in Leeds where she stayed for five years.

She then moved to London to join the Daily Mail’s Femail as a staff writer before leaving a year ago to go freelance. She has also written for The Mail on Sunday and Ireland on Sunday.

By Ruth Addicott

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