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.
Condé 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).
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.
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/