Category Archives: fashion

New Media Age: Publishers need to think more like brands

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Gina Lovett: "In some verticals, like fashion and beauty, the content being produced by brands is proving a real competitive threat to online women’s magazines. ... Pursuit of the seamless integration of content with ecommerce is expediting the evolution of online magazines into etailers: think News of the World’s Fabulous magazine and IPC Media’s Look. Meanwhile, online stores like ASOS are ramping up their content, with editorial appointments from traditional magazine titles like Melissa Dick, former Elle UK editor."

The story behind Vogue’s iPad app – Features, Gadgets & Tech – The Independent

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"The iPad product has been produced by the magazine team without additional staff. Vogue's website operates independently and [Vogue UK editor Alexandra] Shulman, while praising the online team for its rapid response to fashion news stories, warns that the brand will need to delineate its various offerings. 'There's no point in putting behind-the-scenes videos on the website for free if you are trying to get people to look at them for £3.99 on the app,' she says."

Mediaweek: Web in ‘Fashion’ for Fall

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"InStyle is planning to launch an online pop-up store to complement its product-packed September issue. The InStyle Boutique is powered by StyleFeeder, an online product recommendation service. ... W ... is planning to run snappable ads throughout its October issue that will let readers shop right from the page when they take a picture of a tag with a camera phone. ... Marie Claire will let readers 'shop' from the advertising and edit pages alike by taking photos of items with a mobile phone."

FT.com: Why clothes stores should be bothered

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"There are already fewer women in the 15-24 age group - 4m compared with 4.2m men. But by 2015 there will be 3.85m females against 4m men .... businesses focused on teenagers may also feel the pain. Teen magazines, already suffering because of competition from the internet, are likely to struggle to cope with the loss of another 10 per cent of their target demographic."

Techcrunch: Vogue’s New iPhone App Will Style Your Wardrobe And Please Advertisers

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"Vogue Magazine is launching an innovative iPhone app that takes a page from social fashion startups like Polyvore and the Like.com’s Couturious. The free app, called the Vogue Stylist, is meant to be used by women to do exactly what its name indicates: help style women’s wardrobes."

Colin McDowell: What’s Wrong With Fashion Journalism?

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"[Fashion] journalism as we have known it is dying, as new graduates from modern courses bring different agendas to the job and bloggers take over the field of immediate reaction. Things had to change, because journalism has allowed itself to become dependent on advertising revenues – which can, of course, be withdrawn if comments displease. Result: all commentary on any label with an advertising budget is now totally anodyne. Thank God for the bloggers who give an immediate and honest reaction which, let's hope, might some day also be an informed one (not always the case at the moment)."