It is nothing new to hear that the fashion publishing world struggles in the age of digital media. Runway shows used to be taken place twice a year for editors and buyers only, who reported about the upcoming fashion trends to readers as well as customers and decided what pieces will hit the stores. These days, many hyped fashion and style bloggers are invited to runway shows. Moreover, shows are live-streamed today. Therefore, the influence and power of magazines has been diluted.
With today’s technology, fashion has become more democratic. Fashion magazines are no longer the holy “fashion bibles.” Instead, fashion Instagrammers and bloggers show consumers a different way how to get information about latest trends which also changed how people consume fashion today. However, magazines would not disappear since people still liked to have something tangible in addition to the online word according to Bronwyn Cosgrave, former features editor at British Vogue. The secret to survive in fashion publishing is diversification. Magazines must become omni-platform businesses. Vogue Festival is a good example of this strategy. It is a unique event where some of the biggest names in the fashion industry come together for discussions.
Diversification also means that magazines need to become more heterogeneous in content in order to survive. Glamour for example, will report about “The Instagram Issue” in its August issue which is a step towards digital content in fashion print.
Read more about fashion publishing in the digital age on The Guardian.
What do you prefer? Reading fashion news online or do you like to have an actual magazine in your hands, sitting down in a park, a beach or the subway? Magazines will definitely not die but need to create a better seamless line for readers. It can be recognized that Snapchat is a useful tool for magazines. Editors create funny story lines about the latest celebrity gossips, fashion news as well as personal life issues. Since digital fashion matters, magazines need to report about those stories in their print versions as well. I came across a very interesting future approach of Jefferson Hack’s digital publishing trial. Watch a video of this in the side bar. (ML, 6:27 PM)