What are the main marketing capabilities in fashion?
In this sense marketing capabilities in fashion have become endless, not only benefiting bloggers but also fashion magazines. With fashion magazines nowadays being able to offer readers new ways to explore fashion content, it has also sped up the flow of information and content production within media organizations, which started to recruit professionals specializing in producing content for the World Wide Web. This was the case at Woman’s Own and Woman’s Weekly, as I observed during my summer internship in 2017. The publications had formed two different departments and teams, one specialized in print and one in online. This change was not only evident at Woman’s Own but across the publishing company Time Inc. last year, leading to 300 job cuts “in an effort to restructure its priorities to the video and digital landscapes”.
With this in mind, it can be said that digital journalism outgrew the importance of print journalism in recent years, especially in the field of fashion media. Not only has it increased in importance with the emergence of social media, but it has also “become a staple of the shows, events increasingly geared at bringing the public in.” Furthermore, going digital has led to publications and especially journalists taking on a double functioning role; while still delivering “reportage in the conventional way journalists [now have to] write blogs or tweet in a more subjective personal way” to connect with an audience that puts heavy emphasis on authenticity online. Social media has become so powerful that The Guardian started questioning if a style bible like British Vogue still has “a place in modern society.” To conclude, as Imran Ahmed, founder of the Business of Fashion explained: “we are at a time of disruption in the wider world, and all businesses, in fashion and beyond, are testing new models to see what works and keeps them relevant to their audience.” With websites and social media platforms becoming indispensable tools of communication in fashion, this has challenged the way fashion is being looked at; through mobile screens and camera phones and a four-dimensional perspective.