The online world is awash in a deluge of information. We are seeing an emergence of more creative, innovative ways to mix and mash information to create value proposition for users.
With a view to captivate online buyers even further, fashion online portal FashionandYou has launched Style e-zine, an online fashion magazine. Users can view this ‘Style Bible’ on almost any device – your iPad, iPhone, Android, Blackberry with new HTML format.
The online magazine will feature latest trends, style reports, runway reviews, hi-fashion editorials, interviews, bloggers sections (Real life-Real people) & DIY (Do It Yourself) looks, all in a shopping format, with discounts and better deals with the renowned brands in the world.
The company claims it is India’s 1st digital fortnightly fashion magazine. The e-magazine is only 12 issues young and has garnered an extraordinary reception. The previous editions have covered celebrity lifestyle interviews with names including Manasi Parekh, stylist – Nisha Kundnani, Archana Walavalkar , designer – Ritu Kumar , Rohit Bal , Prashant Verma and many more.
Also, Fashionandyou.com being the official online retail partner for four successive seasons with Lakme fashion week covered the fashion event in its previous features. With its user friendly format, attractive layouts, need-to-know style guides, celebrity looks, stylish photo shoots and more, Style e-zine covers the latest in global & desi trends. It provides its users with the option of sharing every page on any social platform, makes this mag an interactive & fun way to spread and share your favorite trends and personal style.
If you look at the big picture today, brands can’t afford to be tied to one medium anymore. Magazines are now paying a lot of attention to their websites. Any product today needs to be on various social media sites in order to garner maximum exposure from the users.
Glossy magazines, which have had years of advertising losses because of online competition and the recession, view such partnerships as a much-needed revenue source. The websites, in turn, are looking to build credibility with shoppers, who may be more likely to buy something based on an editor’s recommendation.
Today magazines like Vogue, GQ and Esquire are struggling to survive in an online world. Fashion magazines are getting into retailing business. Magazines are teaming up with e-commerce sites. What magazines have always done is to create desire in consumers. This next logical step is to fulfill that desire by selling the product.
Elite retailers that frequently advertise in those magazines, however, are keeping a wary eye on the developing sales sites. But in the view of at least one online-fashion pioneer, retailers may see some benefit from the new magazine ventures.
This could open up a significant new revenue stream for publishers, although it’s not yet clear what effect that will have on magazines and their readers. It looks like e-commerce start-ups who have merged editorial content with product offerings are in for a wave of large readership and revenue.
April 22, 2013, 5:55 am UTC
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