The Power of Branded Magazines
Summer 09/10 Lookbook from Wild Pair
I have noticed a rise in the number of fashion brands and fashion retailers distributing branded magazines. Their popularity is no secret, we love them for their editorial eye candy and the instant gratification of knowing where we can purchase something.
Many stores now carry editorial-style brochures (often referred to ask their look books) for customers. New Zealand retailers Wild Pair and Lippy do a fabulous job of this (Wild Pair is pictured above). This is good fashion advertising, shoppers can see the clothes looking good and buy them almost immediate.
Pictured: The Acne Paper, Issue 7 from Acne Paper.com, Forever21 and ASOS Magazine
Larger brands are able to publish full fledged fashion magazines. Acne publishes a magazine bi-annually (The Acne Paper), with a fashion focus. Forever21 and ASOS publish magazines extending its focus away from fashion, to beauty, lifestyle and entertainment. ASOS’s branded magazine is in fact the second most popular women’s fashion magazine in the UK.
Branded magazines, I would go so far as to say, are the holy grail of fashion brand and fashion retail advertising. To quote the Financial Times, “the investment makes sense: it gives depth to a brand in an environment they can control. It pushes product without the obvious “sell”, and in many instances may be cheaper than advertising.”
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I'm a marketing-type who loves fashion, style, and lifestyle design. JF.com is a curation of my personal taste + aesthetic and an indulgence in the creation of a beautiful life.
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ACNE Paper is awesome!
Fab post, darling!
xoxox,
CC
We don’t have many branded magazines here in Mexico. I’d like to get my hands on the Forever 21 magazine but it’s so expensive!!
@ Couture Carrie: the ACNE Paper has some gorgeous editorial, it’s a little off the wall too which is refreshing. Hard to believe it’s a piece of advertising.
@ Julie: It’s a fun magazine, I just flick through it online though! Quick link: http://www.forever21.com/magazine/
GREAT post lovely! I love PR too! I work in PR and got my master’s degree in PR lol… so it is safe to say I am obsessed!
H and M also has a pretty snazzy look book
Ooh I’m going to love these! Especially because it’s your area and it isn’t something you’ll just be pulling from your intuition. I hope you understand what I mean, haah! Thanks for sharing
I am so, so excited for this feature, Joanne! What a clever idea!!
love acne paper!
i love these branded magazines. i always like to see how they style their items and stuff.
loving this new blog feature btw, cant wait to see more!
I love branded magazines, they’re a lot more inspiring then a lot of fashion spreads in other magazines, and they show you different ways of styling their stock without over the top advertising.
I plan on having a branded magazine for my own brand/label, one day… it’s going to be MUSIC-focused. I can’t wait
We at TOLETTA have a branded fashion magazine too. It’s called Sugar Pop and we now have over 2,000 fans
http://www.sugarpopmagazine.com