Fast Fashion & Marketing for Longevity

Many fashion magazines are way behind the curve in the new digital era. The development of fast fashion in the global fashion industry has lead to the need for brand expansion in the style print media category. The Internet has provided several opportunities for major brands to extend their print offerings through traditional websites, new mobile apps, partnerships with like companies and digital versions of their publications on iPad, Kindle, Nook and Zinio.com. The integration of the marketing efforts can be seen in cross platform initiatives that engage the reader through moving images and static pictures.

The most recent marketing effort for fashion has come through a new app called ASAP54, created by Daniela Cecilio. ASAP54 is basically Shazam for fashion and curates any item you take a picture of and goes on a search to find the identical handbag, shoe or LBD. In addition, the image recognition technology can match a print or connect you with a live sourcing personal shopper to help you find your item in their vast catalog via their mobile app. Another technology that has erupted on the scene is the new app by debut print magazine Porter, the magazine by Natalie Massenet of Net-a-Porter. The Porter magazine app will be revolutionizing the print industry as it allows the consumer to shop direct from the pages of the magazine (Binkley, 2014).

Although, the fashion industry has yet to come up with a way to hurry along the turn around time between the runway and the rack, some companies are combatting this by marketing new brand extensions to keep loyalty and drive a so-called fledgling print industry with the movers and shakers of tomorrow.

20120925-123921Condé Nast created the Condé Nast College of Fashion and Design and opened its doors to bright fashion students from around the world in January 2013. Curating a Vogue Foundation Program that takes one year to complete and a Vogue Fashion Certificate (10 week program), the college has attracted great attention through the ads placed in its signature publications, as well as in global newspapers such as the New York Times. In the article, Mr. Newhouse, the Chairman of Condé Nast International, wanted the company to put forth an idea that wasn’t solely at the mercy of income from print ads or selling copies of magazines on newsstands (Guttenplan, 2013).

Condé Nast College of Fashion & Design – Video

According to the principal of the London based CN College, Susie Forbes, there are talks of extending the brand even further to include campuses in Shanghai, China and India as well. The brand intends to use education as a marketing tool to promote its titles (brands) as experts in their own fields. This includes technology via its Wired brand and others (Guttenplan, 2013). Really, the company believes this could be what Condé Nast leads with for its future. From a marketing perspective, this is genius. Not only is the company extending brand loyalty but they are almost cultivating their readers to think and aspire to be the brand, by taking them through the paces in college.

Many college students are loyal to their schools and have school pride for years after graduation. Some buy season tickets to games, while others buy school gear. Imagine students who continue to purchase products every month, from a wide range of titles (magazines/newspapers/clothes featured in those publications, etc.) and the word of mouth that these young fashionistas are now blogging about on a minute-by-minute basis.

Have you seen any great crossover marketing from a print publication like the Porter Magazine app allowing customers to shop directly from the magazine pages (byway of pushing them back onto the Net-a-Porter.com site) or the brand loyalty integration of the Condé Nast College? Please share.

References

ASAP54 (2014). ASAP54. Retrieved February 20, 2014, from http://www.asap54.com/

Binkley, C. (2014, February 4). Net-A-Porter launches magazine. Retrieved February 20, 2014, from http://online.wsj.com/news/articles/SB10001424052702303442704579362900001314062

Cameron, C. (2014, February 11). Net-a-Porter goes to print with layar. Retrieved February 20, 2014, from https://www.layar.com/news/blog/2014/02/11/net-a-porter-goes-to-print-with-layar/

Condé Nast College Of Fashion & Design (2013, November 19). What the students say [Video file]. Retrieved from http://www.youtube.com/watch?v=IEAIwvDGXqA

Dressful.com (2014, February 11). Review: Porter magazine. Retrieved February 20, 2014, from http://www.dressful.com/9066/porter-magazine-review

Guttenplan, D. D. (2013, May 19). Condé Nast school offers front-row view of fashion industry. Retrieved February 20, 2014, from http://www.nytimes.com/2013/05/20/world/europe/conde-nast-offers-fashion-industry-courses.html?pagewanted=all&_r=0

Marco (2012, September 25). Conde Nast College of Fashion and Design. Retrieved February 20, 2014, from http://manofthecloth.co.za/news/conde-nast-college-of-fashion-and-design/

Shopper, T. (2014, February 8). Miss Terry Shopper embraces T-Commerce. Retrieved February 20, 2014, from http://www.powerretail.com.au/miss-terry-shopper/miss-terry-shopper-embraces-t-commerce/

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7 Responses to Fast Fashion & Marketing for Longevity

  1. Amy Bozic says:

    Sandra,
    I had no idea apps like Porter or ASAP54 exist but I’ve been looking for them all my life! I’ve already downloaded them on my iPhone (iPad is next). How many times have I spotted a cute pair of shoes on someone, or admired a handbag but had no way of tracking them down? I wonder if these apps get a piece of the profit action to fund their endeavors.

    It looks like ASAP54 is still in the BETA phase, and they aren’t quite open to everyone. Or possibly they are just selective. I hope I make the cut someday!

    Amy

    • Sandra Colton says:

      Amy,
      The founder of ASAP54 came to speak to our class the other day, they are launching at the beginning of March, and will be selective at first, then open it up to the masses. They have had the benefit of a lot of backing, the owner said they had more capital investment than Instagram, and she also stated that they get a portion of the sales per transaction. They will be offering the personal shopper experience for free at first, then offer paid memberships for those who would like to use the service more regularly. It is a fabulous idea, and looks like it will make serious money!
      -Sandra

  2. Pete LuPiba says:

    Sandra:

    A seriously relevant and hot topic! Sincere congrats and thanks.

    With a lot of us being travelers for business or pleasure. I wonder how this technology plays within airports, like JFK or LAX? Fashion ability, access and sense is becoming more common. Both male and female, and within the mall (clothing outlets, stores) and online. I know fashion magazines target mostly on the women’s side of the closet per se. But men’s magazines and general publications (People, Time, US Weekly) have been growing by leaps and bounds. Especially the fashion ads and reviews sections of magazines.

    How does the privacy and protection elements play in these scenarios? People can always ask one another. But if one does not know or are not asked by the “browsing” consumer, bystander (customer). This is surely just one piece of the larger, overall conversation. Though our society, our generation has certainly become more private, more personal. Whether video games, the Internet or smart phones, these are surely advances but a segment of society could point to these as distractions. Depending on the situation, they very well may be. Technology has helped a whole new generation become more introverted in a way, that is undeniable.

    I know women and men who look forward to ‘fashion week’ in NYC every year, perhaps more so than major holidays and vacations. This app – and many others – will surely only grow as “fashionistas” and shoppers wish to spend certain dollars on certain clothes.

    Fight On!

    -pete

    • Sandra Colton says:

      Pete,
      Thank you for your comment. What’s funny is I actually asked the founder of ASAP54 about the privacy aspect of things but her response was a bit loose when it came to acknowledging the digital world. She described the anonymity of people as something the public is generally dealing with as part of the digital way of life. I found it to be a bit loose because many people do not want their privacy violated or their bubble burst by others posting photos of them or what they are wearing on the Internet, but there is free speech, laws for journalism in public forums…I don’t know how this applies to apps and the social domain of Internet shopping though. We’ll see in the court rooms how this all plays out in the relatively near future I suspect.
      -Sandra

  3. Michelle Dennison says:

    Thanks Sandra! I finally get what all this talk about Porter is! I wonder if these types of apps will begin to affect foot traffic even further away from traditional malls? I find myself almost 100% reliant on online shopping with apps like Hautelook more and more.

    • Sandra Colton says:

      Michelle,
      I believe that the Internet shopping market will never replace the in store experience that brands provide. There are plenty of ways that the Internet entices shoppers to avoid the mad rush during the holidays, but there is also a longing for that amazing touch and feel of the perfect stiletto on your foot, in the store, with that look of satisfaction on one’s face while they negotiate the price in their head and rationalize spending the money on themselves at the same time. I love the online domain but I do believe that we will see how the digital era affects shopping with the new generation who has never known a world without an iPad, iPhone or digital marketplace like eBay. I believe that people who experience an in store brand are more likely to purchase more, but that is my own opinion. Once a loyal customer, I guess one could get hooked. I’m always interested in visiting the Apple store to try out the computer before I purchase one, and the same with shoes. It may just depend on the product and how brands push the experience and if they can connect with a consumer online without ever bringing them into the store.
      -Sandra

  4. Michelle Dennison says:

    Thanks Sandra! I finally get what all this talk about Porter is! I wonder if these types of apps will begin to affect foot traffic even further away from traditional malls? I find myself almost 100% reliant on online shopping with apps like Hautelook more and more.
    -Michelle