This round table chat between editor Tim Blanks, designer Erdem Moralioglu, blogger Susanna Lau, publicist Daniel Marks and editor JJ Martin was first published on Business Of Fashion's site this past Monday. There are many interesting fashion industry insights, but this excerpt regarding advertising and print media has to be one of the best. It just reinforces the reason why many major fashion magazines and designer brands look the same - and echoes the feelings of Tomas Maier in an earlier post (check out that one from December 18):
DM: One of the issues with brands is that advertising content is generic — same model, same photographers — all generic. And you have to be in a lucky position to afford all of that.
JJM: I’m shocked that the brands haven’t jumped ship from these traditional formulas. I think they don’t understand the alternatives.
SL: Or even know the alternatives.
TB: There’s never been a better time to be in fashion, there’s never been more of a need for storytelling in fashion. I call it the digital campfire, which is the ability to tell stories in a more successful and direct way. Who is doing that?
JJM: Right now there aren’t enough people doing that. I’m shocked that big publishing houses aren’t turning their editorial teams towards this. I’m surprised that there’s so much of a focus on print. And that’s going to keep happening as all the big brands keep giving the same-looking ads to those same magazines.