Fashion & Beauty

Mags’ Fall Fashion 411

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But now that marketers are stepping up, how will publishers keep them interested? This fall, some of the following publisher-created marketing programs should help:

* InStyle will kick off New York fashion week with a "large-scale fashion program," says Publisher Lynette Harrison. The centerpiece will be a multi-designer fashion show for fashion industry insiders and consumer alike.

* Allure isn't going to leave men's grooming purchases to the guys-in December it'll give women the 411 on all the latest products for the men in their life.

* Elle is launching a new twice-yearly newsstand-only magazine called Elle Accessories on Aug. 30. To narrow distribution of the 400,000 copies, it "layered the top 25 markets by size with the top 50 markets by income," says Carol Smith, senior VP-group publishing director of Elle. Committed advertisers in the first issue include Prada, Louis Vuitton, Armani, Ferragamo, and Donna Karan. Ms. Smith expects that issue will carry 100 ad pages.

* GQ is celebrating one of its own-and is inviting advertisers in to help out. A September special insert will be distributed to 10,000 influencers in the fashion trade to raise a glass to Fashion Creative Director Jim Moore's 25th anniversary with the title.

* Details is giving advertisers the chance to get some one-on-one time with readers who request The Card, a VIP program that provides special perks-including discounts and invites to events-to those who carry it.

* Glamour's "Real Moments" program puts reader stories in the spotlight; four reader letters were chosen as inspiration for short films by Hollywood A-listers including Julianne Moore, Gwyneth Paltrow and Gwen Stefani. Advertisers Ford Motor Co.'s Mercury, Bebe, Elizabeth Arden and Nokia are producing the shorts, which will be screened in 25 cities in November and polybagged DVD with the December issue.

* Esquire is partnering with NBC's "Today" to find the Best Dressed Real Man in America. Sponsors including Macy's and Chrysler will go along for the ride.

* Town & Country is going local with mini-shopping guides that will steer consumers to luxury shops. In November they'll polybag 165,000 copies of the Palm Beach guide for subscribers in the winter getaway's "feeder markets," says VP-Publisher James Taylor.

* W's "It Seasons" program heads to New York Fashion Week. They'll co-brand 100 outdoor kiosks, complete with work by emerging artists, with advertisers.

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