More people are fashionable, but less inspired by traditional outlets – Axios


Glamor, Condé Nast's fashion and beauty magazine, published several decades ago, announced the end of its print publication last week. This is the latest trend in closing or reducing the print edition, or consolidating its business as a result of digital media transformation.

Why it's important: The fashion and beauty media have been particularly impacted by the digital transition, in part because new bloggers and digital newcomers have been able to develop deeper relationships with consumers by using products aimed at direct consumer and influencers on social media that seem more authentic.

In numbers: According to data from the consumer intelligence research company CivicScience, more and more people are interested in fashion trends, but fewer people rely on traditional media as sources of information. inspiration.

  • "In recent years, we have seen an increase in the number of fashionable people, regardless of their capacity," said Casey Taylor, vice president of CivicScience. "But those seeking the inspiration of fashion from traditional sources (magazines, television and movies, blogs / sites) have remained completely flat for 4 years (all these sources oscillate around 8% to 12%). "
  • "Given the fact that we are seeing a significant increase in interest in fashion while observing an unwavering commitment among traditional outlets, it is fair to conclude that modern fashion media are not the factor that motivates this renewed interest in the sector. " scene."

Driving the news: Over the past year, many traditional fashion magazines have stopped publishing or reduced the frequency of print editions, including Glamor, Self, Teen Vogue, W, Brides and more. Most are putting more effort into digital alternatives, such as video and social media, but even in this country, competition is fierce and growing.

  • Digital companies that sought to replace traditional online fashion brands, such as Refinery29, Racked and PopSugar, quickly gained popularity at the top of Facebook's publishing algorithm in 2015 and are still important but are now struggling in a post-Facebook world.
  • Small niche properties such as Man Repeller, The Cut, The Business of Fashion and Glossier's Into the Gloss have been more successful in developing direct relationships with consumers by launching digital subscription products and lines of trade.
  • And now, most brands, like J. Crew and Tory Burch, have their own media blogs to develop close relationships with online consumers.

The rise of the pub coffee table: There is a new trend in fashion for specialty magazines to follow the September issue of Vogue or the New York Times T magazine by creating high-end, high-end magazines for use as coffee table accessories. .

  • Although these magazines, such as The Gentlewoman or LOVE, probably do not bring a considerable fortune on paper, they use the authority of their niche coffee table cloths to create other partnerships with them. brands, via digital or events.

Yes, but: All these new digital outlets and traditional brands are facing huge online competition from fashion influencers on social networks, particularly Instagram, which appeal to the desire of the younger generation for authenticity. posing for selfies in their bedrooms and not on sumptuous sets.

  • Example: Kim Kardashian said in a recent episode of Keeping up with the Kardashians that she was building a room in her new office to take pictures in a more intimate setting to help her sell her makeup products.

Be smart: A big part of the problem with traditional gamers is that many still spend and operate like old companies, allowing them to spend hundreds of thousands of dollars in purchase fees, while newer digital devices are more sophisticated.

  • The classic example is a traditional magazine that, according to one source, spent about $ 500,000 in clothing for a cover montage last year, but the subject appears naked on the cover.

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