Men’s Fashion Label M.J. Bale Launches Digital Magazine


Australian menswear retailer M.J. Bale has flagged their intention to push into digital content more aggressively in launching its new online magazine, Manual: The M.J. Bale Guide to Life, Style & Manly Arts.

The new digital magazine is an online extension of their bi-annual print magazine by the same name, available in all of its 40 flagship and concession stores nationwide. Through the new digital platform M.J. Bale is publishing daily content on themes relevant to the modern Australian man, from the obvious articles on style and fashion, to more peripheral subject matter like food, drink, design and sport.

Digital content manager Robert O’Reilly said the new publishing arm is an effort to further build and nurture online relationships in the digital and social space.

“We recognised that there was an opportunity to really lead the charge in the menswear industry by developing a hub for a wide scope of content that appeals to our fans and customers, in a way that no other menswear brand really has before in Australia,” he said.

“As the battle for audience attention in the digital space continues to heat up, we want to be a source of both information and entertainment, instead of just clothes, building brand loyalty and awareness through our cheeky tone of voice and carefully curated selection of content.”

M.J. Bale brand and marketing manager Drew Hoare said the Manual is a natural progression for the brand.

“As we continue to expand and open new stores across the country, this new publishing platform is an opportunity to further educate people on who we are as a brand. This includes the quality and provenance behind our suits and broader range, but extends to our personality as a brand, being irreverent and a bit tongue-in-cheek. Through the digital manual we are committed to communicating our brand in a manner different to the rest of the market.”

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