Comments on: Alexandra Shulman | On the future of fashion magazines http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html The Business of Fashion is an essential daily resource for fashion creatives, business professionals and entrepreneurs in more than 200 countries around the world. Sat, 11 Feb 2012 22:49:45 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Teesra http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html#comment-98609 Teesra Tue, 12 Apr 2011 23:07:52 +0000 http://www.businessoffashion.net/?p=3095#comment-98609 Obviously Print Fashion magazines are way better than the ones read in internet. Obviously Print Fashion magazines are way better than the ones read in internet.

]]> By: John Agee http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html#comment-6053 John Agee Sat, 04 Apr 2009 16:18:49 +0000 http://www.businessoffashion.net/?p=3095#comment-6053 As the article suggests, we are truly entering unchartered waters. Per Anjo's comment, I agree and really find it hard to believe there will ever be a time wholly devoid of fashion print publications. There are many interesting options for information on the internet to be sure, but let's be honest: have you ever felt the same sensation in front of a computer screen as you do curled up on the sofa reading your favorite magazine (maybe with a glass of wine as I've been known to do!)? It's just not the same. Ultimately, fashion magazines/fashion internet sites will stratify further (those that are truly luxurious will become even more so, those more downmarket possibly catering to an even broader audience). As a luxury jewelry designer with a boutique in Paris, I see the fashion consumers' reaction when she finds something one-off and special, and it's a nice thing to witness. I don't believe everything in this business will inevitably result only in bland mainstreamed content, be it magazines or product. To paraphrase Mark Twain, the death of luxury has been greatly exaggerated. As long as there are people of means, there will always be people who want the best. As the article suggests, we are truly entering unchartered waters. Per Anjo’s comment, I agree and really find it hard to believe there will ever be a time wholly devoid of fashion print publications. There are many interesting options for information on the internet to be sure, but let’s be honest: have you ever felt the same sensation in front of a computer screen as you do curled up on the sofa reading your favorite magazine (maybe with a glass of wine as I’ve been known to do!)? It’s just not the same.

Ultimately, fashion magazines/fashion internet sites will stratify further (those that are truly luxurious will become even more so, those more downmarket possibly catering to an even broader audience). As a luxury jewelry designer with a boutique in Paris, I see the fashion consumers’ reaction when she finds something one-off and special, and it’s a nice thing to witness.

I don’t believe everything in this business will inevitably result only in bland mainstreamed content, be it magazines or product. To paraphrase Mark Twain, the death of luxury has been greatly exaggerated. As long as there are people of means, there will always be people who want the best.

]]> By: Anjo http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html#comment-5858 Anjo Mon, 30 Mar 2009 17:51:58 +0000 http://www.businessoffashion.net/?p=3095#comment-5858 I think print will continue to have a role to play, but as an increasingly rarified and luxurious product for the minority of consumers who still like print magazines and are willing to pay for good content. The title we discussed before, Purple, is a perfect example of this. It's more expensive than most magazines, but it's really an artifact, I have Purples from years ago and I would never throw them away (sorry if I seem to be obsessing about this magazine, it's just an example). As for the internet, everyone blithely says that magazines and newspapers will replace lost print ads with online advertising but to date that has not worked. The prices online ads command are not high enough to keep these businesses afloat. The consequence will be a decline in the quality of content- the majority of online content will come to resemble Gawker or The Fashion Spot, which is trash. Real journalism is expensive. If companies such as the New York Times are going to keep it up, they will have to be more exclusive with their online content, something which WWD has already done. I think print will continue to have a role to play, but as an increasingly rarified and luxurious product for the minority of consumers who still like print magazines and are willing to pay for good content. The title we discussed before, Purple, is a perfect example of this. It’s more expensive than most magazines, but it’s really an artifact, I have Purples from years ago and I would never throw them away (sorry if I seem to be obsessing about this magazine, it’s just an example).

As for the internet, everyone blithely says that magazines and newspapers will replace lost print ads with online advertising but to date that has not worked. The prices online ads command are not high enough to keep these businesses afloat. The consequence will be a decline in the quality of content- the majority of online content will come to resemble Gawker or The Fashion Spot, which is trash. Real journalism is expensive. If companies such as the New York Times are going to keep it up, they will have to be more exclusive with their online content, something which WWD has already done.

]]> By: editor http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html#comment-5851 editor Mon, 30 Mar 2009 14:00:16 +0000 http://www.businessoffashion.net/?p=3095#comment-5851 i wish magazines would go back to serving the reader instead of the advertiser. if they were a valuable resource to the reader, the advertisers would follow. instead, editorial content has been reduced to a rehash of the ads running alongside it. i for one love a physical magazine. i have to buy japanese publications, however, because they are the only ones that inspire, that offer ideas rather than simplistic "where to buy" directories. i wish magazines would go back to serving the reader instead of the advertiser. if they were a valuable resource to the reader, the advertisers would follow. instead, editorial content has been reduced to a rehash of the ads running alongside it. i for one love a physical magazine. i have to buy japanese publications, however, because they are the only ones that inspire, that offer ideas rather than simplistic “where to buy” directories.

]]> By: me http://www.businessoffashion.com/2009/03/fashion-20-alexandra-shulman-on-the-future-of-fashion-magazines.html#comment-5849 me Mon, 30 Mar 2009 13:03:34 +0000 http://www.businessoffashion.net/?p=3095#comment-5849 Advertising has fallen in every industry...it's simple. Consumers have access to a wider array of information surrounding products of interest, they no longer buy into advertising campaigns on mass (intelligent consumers anyway). With continual developments in 'augmented reality' advertising via mobile devises interaction with a physical environment, print based advertising will become more engaging & interactive. You simply roll your camera phone over the print image (or text) & your mobile is linked to a site or multi-media content. Should prove interesting. Concerning fashion, they need to define what they want to achieve from the opposing print & online formats, both platforms cater toward alternative goals. The content must be tailored for the need, you can't just replicate information online then expect people to pay for print based. Conversely, you cannot just restrict information & expect people to pay for print, when it can be discovered elsewhere online. Ultimately, i can only envisage print media sales continuing to deteriorate, whoever adapts most appropriately will survive, or we may even see a new entrant. The barriers have certainly been lowered for entry, which would explain the influx to near saturation. Advertising has fallen in every industry…it’s simple. Consumers have access to a wider array of information surrounding products of interest, they no longer buy into advertising campaigns on mass (intelligent consumers anyway). With continual developments in ‘augmented reality’ advertising via mobile devises interaction with a physical environment, print based advertising will become more engaging & interactive. You simply roll your camera phone over the print image (or text) & your mobile is linked to a site or multi-media content. Should prove interesting. Concerning fashion, they need to define what they want to achieve from the opposing print & online formats, both platforms cater toward alternative goals. The content must be tailored for the need, you can’t just replicate information online then expect people to pay for print based. Conversely, you cannot just restrict information & expect people to pay for print, when it can be discovered elsewhere online. Ultimately, i can only envisage print media sales continuing to deteriorate, whoever adapts most appropriately will survive, or we may even see a new entrant. The barriers have certainly been lowered for entry, which would explain the influx to near saturation.

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