4 Ways Fashion Magazines Embraced Technology This Spring
March 2nd, 2010
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- Bing caters to high fashion readers and women
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- Bing caters to high fashion readers and women
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- Online Store www.guseppezanottidesign.com advertises their new e-boutique and e-collection
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- HP ads cater to high fashion readers by displaying the HP Envy as a hot “ultra feminine” accessory
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- InStyle’s March advertorial features pages that can be held up to a webcam so shoppers can receive special offers in 3D
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- Instyle Mobile App lets users check out celeb party photos, trends and more
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- InStyle features a Geek Chic section showcasing the new Vivienne Tam & HP collab
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- InStyle asks Christopher Baily (Burberry Creative Director) about his favorite iPhone App
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- InStyle Editorial showcases follower tweets and a 3D video option that showcases this season’s trends
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- InStyle’s editorial on Ashton Kutcher features his Twitter history and online activity
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- Instyle features an E-Manners editorial piece in their March Issue discussing proper manners online
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- Kenneth Cole ad features Twitter and Facebook
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- KY uses their Facebook Url “facebook.com/kycouples” exclusively in the ad…even in the fine print
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- Nine West ad displays Twitter and Facebook in the bottom right corner
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- Palm advertises to women and moms
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- The September Issue ad features digital download options and a url to Facebook
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- Vanity Fair’s Hollywood App give users an inside look at Hollywood including nominees, inside stories and movie trailers
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- Vogue features bloggers in their March 2010 Issue
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- Vogue Stylist App allows users to take pictures of clothes in their closets as well as Vogue Ads. The app then send suggestions on purchases to achieve certain looks.
Finally, fashion magazines are embracing technology and if successful and innovative, could figure out a way to allow print to make a much needed comeback. After reading my March glossies, here are some trends that I noticed:
1. Editorial Focuses On Technology
- This month in March’s Vogue bloggers Michelle Phan, Todd Selby, Tommy Ton, Yvan Rodic, BryanBoy, Hanneli Mustaparta, Garance Dore, Catherine Kallon, and Mary Tomer were showcased.
- InStyle featured a nubmer of high tech ed pieces including:
- “LOG ON NOW” section that featured their favorite Tweets from followers (@bait4snake, @callieezell3 and @natneagle) as well as 3D videos that showcase the seasons latest pieces
- “what’s NOW!” section that displayed the new HP Mini Vivienne Tam Digital Clutch and Dell laptops that match with OPI nail colors
- “the Look | MAN OF STYLE” section which featured the face of Twitter, Ashton Kutcher, and displayed his famous tweets, his follower numbers and his tweeting schedule
- “Life, etc. | ETIQUETTE” section which displayed expert tips on communicating politely online
2. Advertisers Embrace Social Media & Online Shopping
- Nine West, Kenneth Cole and KY all featured the fact that they were on Twitter and Facebook in their March ads
- Online stores paid for full page ads including www.giuseppezanottidesign.com which featured its March 2010 online opening of their e-boutique and e-collection
3. Tech Companies Put Ads In Fashion Magazines
- Bing showed fashionistas how they can search and buy the latest “IT” bags
- HP showcased the HP Envy 15 & Vivenne Tam laptops as the latest accessory this Spring along with Calvin Kline heels, Vivenne Tam clutch, Alexis Bittar bangle and Vivienne Tam butterfly scarf
- Verizon advertised their new Palm Pre Plus and Palm Pixi Plus as the “IT” gadget for moms and women on the go
4. Fashion Mags Advertised Their Digital Products
- Producers featured an ad for the release of the September Issue which featured options to digitally download the movie and they displayed their Facebook url www.facebook.com/theseptemberissue
- Vogue, Vanity Fair and InStyle advertised their Mobile Apps which ranged from Holloywood inside news to personal styling
- InStyle featured a special advertising section were readers could hold up ads in front of their web cam and special 3D shopping offers would be shown to them
What do you think? Join the discussion below.
Filed Under: Fashion Marketing, Fashion Social Media, Fashion Technology, Geek Chic
Tags: advertising, apps, fashion, fashion 3.0, fashion magazines, glossies, instyle, print, technology, vanity fair, vogue
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