Innovation in Fashion Publishing: Women Magazine Business Coursework

Innovation in Fashion Publishing: Women Magazine
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Innovation in Fashion Publishing: Women Magazine
Section 1. Research Report
Introduction
The fashion publishing industry is one of the most dynamic media marketing modules due to customer evolution, competition, technological advancements, and contemporary media consumption trends. Analyzing the development of women's fashion magazines helps identify the innovative approaches adopted by publishers to gain competitive advantage and market penetration. This report focuses on the role of innovations in the ideation of the modern appearance, distribution, content-to-audience specification, and involvement in fashion magazines aimed at women aged above 50 years. It analyzes the viability of the concept behind the Classic Woman Fashion magazine by highlighting the innovations exhibited in its title and audience appropriation, content selection, structure, and promotion, and distribution channels. Studying the above traits of the magazine helps in identifying the innovative aspects and unique selling points in its conceptualization, inspiration, growth potential, competitive advantage, brand mapping, value proposition, and market research which constitute its proposal strength in justifying its launch. These unique selling points are indicative of the developments in fashion publishing leading to the designing of the ideal women's magazine in the current market segmentation.
Title Analysis and Potential Consumer/Audience Selection
The magazine's title- The Classic Woman- is one of its distinguishing traits as it both denotes their age progression and their position in influencing the fashion industry for decades. In her analysis of Platinum (a 55+ target group women fashion magazine), Thorpe (2020) noted that these women usually feel exempted and mispresented by the modern magazine coverages which focus on the young despite their vast health, financial, inspirational, and technological content available. The article also notes the consumer power owned by the 50+ age group due to their preference of the print media and brand loyalty makes it a potent audience for both content and events. According to Cox and Mowatt (2007) title selection can be used to denote organizational innovation, consumer interests, and fashion needs. This shows that the title selection of The Classic Woman adheres to both the audience demographic and their role in the fashion industry consumption for five decades.
Cox et al., (2005) noted that title selection is one of the main indicators of innovation driven by demographic factors like age, status although fashion and technological changes also play a role. The name- Classic Woman is dependent on both the age and gender demographic as well as the age-group fashion role. The demographics used in the ‘classic’ name refer to the historical role of the 1960 and 70s era which consisted of the major sociopolitical movement fighting for women's rights which revolutionized the view of fashion as a way of expression. Using the name as a demographic signifier denotes the influential position of the age group in dictating fashion development in the 20th and 21st centuries. The title meets the criteria p...