Thick Fashion Magazines Are So Last Year

September fashion magazines, traditionally the biggest issues of the year, are looking rather skinny this year. About a third skinnier, actually.

Ad pages in Vogue tumbled 36%, to 429. That’s a far cry from 2007, when Vogue issued its record-setting September issue with 727 ad pages--- and weighing in at 4 pounds, nine ounces.

As they spend less on magazines, fashion companies are gingerly testing a range of lower-cost, often more measurable outlets such as Twitter, YouTube, DailyCandy.com, Style.com and more.

Louis Vuitton North America more than doubled its digital ad spending in 2008. Diane Von Furstenberg boosted its web spending from nothing to $43,000 last year. It doesn’t amount to much yet, but it represents one of the few slices of the industry’s marketing budget that are expanding.

Some brands are entering into the social media space as well. Chanel posted a short film to YouTube, starring French actress Audrey Tautou, and promoted the video with search ads and other ads on the site. Other fashion brands are attracting flocks on Twitter, such as Louis Vuitton, which has more than 26,000 followers.

Aiding this move into the digital world is the increasing quality of online experiences. For advertisers concerned primarily with luxury, style and perfection, the aesthetics of the web are finally getting to a place they’re interested in being.

Just as consumers are reevaluating their luxury purchases these days, luxury brands are reevaluating how they spend their own money.

Challenge: Harness the power of the digital space-- not only for financial appeal, but also to bring the luxury world to life

Source: “Thick Fashion Magazines Are So Last Year.” Wall Street Journal. 8/17/09
http://online.wsj.com/article/SB125046605103135399.html