The Power of Branded Magazines

In: Marketing | On: 24 Jan, 2010

wildpairlookbook

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.

brandedmagazines

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.”

Joanne Faith

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(11) Comments | In: Marketing | Tagged With: branded magazines, fashion advertising, fashion marketing, fashion pr

Couture Carrie, on January 24th, 2010 at 2:43 pm Said:

ACNE Paper is awesome!

Fab post, darling!

xoxox,
CC

Julie, on January 24th, 2010 at 3:25 pm Said:

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!!

Joanne Faith, on January 24th, 2010 at 3:38 pm Said:

@ 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/

Clare, on January 24th, 2010 at 3:48 pm Said:

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!

Heather, on January 25th, 2010 at 8:20 am Said:

H and M also has a pretty snazzy look book

Luana, on January 25th, 2010 at 9:02 am Said:

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

Cafe Fashionista cafefashionista , on January 25th, 2010 at 1:24 pm Said:

I am so, so excited for this feature, Joanne! What a clever idea!!

sarah hannah, on January 25th, 2010 at 9:20 pm Said:

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!

A, on January 26th, 2010 at 6:19 am Said:

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.

Ella, on January 26th, 2010 at 10:25 pm Said:

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