The New Age of Fashion Marketing

CosCos Magazine

Words by Elizabeth Pollard

When the H&M group launched their (older, cooler) sister brand, Cos, in 2007, it teamed up with the creative agency ‘Wednesday’ to develop a visual brand communication that steered away from the traditional forms of advertising i.e. the campaign. Their solution was the beautiful and collectable instore magazine to present not only a catalogue of the season’s collection, but to give both consumer and staff an insight into the inspirations of the brand. The editorial nature of the publication seduced fashion industry insiders such as Juergen Teller, Carine Roitfield and Grace Coddington. A combination of carefully curated features and Dutch art direction from Veronica Ditting has resulted in a cult brand for the creative class.

Cos, however, is not alone in their marketing strategy. From Topshop and J Crew to Whistles and Net-a-Porter, brands are transforming the frumpy catalogue into a variety of publications that project an aspirational lifestyle onto their consumer. Whether it is in the form of a blog, newspaper, look book or magazine, brands are now looking at how to create a brand experience outside of the store. Shopping is no longer an experience that exists just on the high street, or through e-commerce in fact! Brands have created touch points through-out your daily routine to connect with their consumer and ensure you live the aesthetic of your favourite brand and thus becoming a living advertisement.

Whistles illustrates this best on their blog, or as they refer to it, a ‘Journal’. Even by calling it a ‘Journal’ begins to personalise the experience you are about to embark on, and therefore gaining their consumers trust. Playlists, bar openings, exhibition reviews and interviews with ‘Whistles Women’ (celebrity style muses) indicate the cultured lifestyle you should be living; all you need now is the perfect outfit to make you the cool, successful and (most importantly) stylish woman you dream of being.

This method of marketing looks beyond the single transaction, to building a lasting relationship with their consumer that could tap a network of potential customers beyond a page in Vogue.




Whistles Journal



Topshop Biannual Magazine collaboration with Paz Martinez


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