The Shoe Box: Can Retail Branded Magazines Really Be Successful?
So, it looks like more and more retailers are jumping on the “let’s do a magazine – either online or print – to generate more revenue” bandwagon. First eBay launched The Inside Source, which targets fashion forward, trend savvy shoppers who aren’t really into the whole auction “thing”. Since I’m not an eBayer, I’m interested to see where they’re going with this. Only thing is, I can’t say that it would prompt me to purchase anything if I already have a cloudy view of ebay. But who knows.
News broke this week that Forever21 is launching a Fashion/Beauty/Lifestyle Magazine. Their goal in launching the magazine is to reinforce their belief that anyone can achieve a high-end look, no matter what the budget. Sidebar: I think they’ve already achieved this with the Twelve By Twelve brand. I don’t know if it’s the models that put the pieces over the top, but I absolutely LOVE that it. Moral of story – check out Twelve by Twelve.
Each issue of the mag is set to include two or three features, a fashion gallery of looks with styling tips, coverage of trends available at Forever 21, street style, makeup and beauty tutorials, a lifestyle section including the latest in books/art/music, coverage of noteworthy Forever 21 collaborations, and an interview with a notable VIP. Interestingly enough, the seasonal mag, which will be run in print as well as be available online, will be available as a gift with purchase of $40 or more in all Forever 21 stores nationwide. It will also be free to view online at Forever21.com. I must say that the description alone has me intrigued.
The idea of creating retail branded magazines is ingenious, but I’m interested to see how far reaching it will be. I have so many questions. What creative marketing efforts will Forever 21 employ to capture a new audience? After all, they can’t ignore the fact that major, long running publications are folding every day. Conde Nast has put more magazines to bed in the last 2 years than I can remember. Will the publication be considered nothing more than the equivalent of the Elle/Island Def Jam Music Group co-produced mini magazines included with CDs.
Comment and let me know what you think.
June 4th, 2010 at 3:39 PM
We at TOLETTA (fashionista toiletries company) also have a branded magazine called Sugar Pop Magazine. We have over 2,000 fans. Please check it out.
http://www.sugarpopmagazine.com Caine Ruckstuhl(Quote)