Description
Fashion in the 21st century is increasingly shaped by the immediacy, diversity and democratisation of today's media. Digital mediacoverage is now immersive, operating in near-real time, and has allowed the entry of new voices in fashion commentary, in particular, bloggers and social media 'influencers'. Choose an element of the fashion industry that has existed in both the pre-digital and postdigital age: a fashion brand, a fashion media brand, a fashion product category or a fashion industry promotional tool. Critically evaluate the shifts in production, promotion and consumption of your case study from 'then' to 'now', showing how your case study has been affected by technological changes, audience/consumer shifts and changes in media/commentary. Your response should address democratisation of fashion, gatekeeping values, promotional techniques, identity and consumption. Your essay should use specific realworld examples to support your arguments.
WORD LIMIT: 4000 words
My case study is ELLE Magazine
My research thought and structure of this case study:
1. Introduction
2. History of the ELLE Magazine
3. The background of the ELLE Magazine
4. Shifts in production,promotion and consumption of ELLE Magazine from "then" to "now"
(1) Contents of Ellen magazine (culture and fashion ,ads, models,brands).....
(2) Cultural contexts: local representation like Europe countries, United States, Australia.
5. Showing how ELLE Magazine has been affected by technological changes, audience/consumer shifts and changes in media/commentary.
(1) Expand influence: Asian countries representation like China, Japan, Korea, around social environment.
(2) Consumer can read ELLE online in everywhere, using smartphone, Ipad, laptop.
(3) Target Audiences: events, ELLE coffee...
6. Democratisation of fashion
7. Gatekeeping values
8. Promotional techniques
9. Identity and consumption (Social identity)
10. Conclusion.
These are my research thoughts and the structure of this case study, if you have good idea you can add. But please remember this is communication not marketing. I have attached an word document about the requirement of this case study. one more thing, please give me web sources of references and information you find.
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Explanation & Answer
Attached.
ELLE Magazine
ELLE MAGAZINE
By Name
Course
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University
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ELLE Magazine
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Introduction
ELLE Magazine was founded by a couple in France in 1945 who believed that the beauty
of a woman was greatly supported by the diet she had. They tried to explain to the nation of
France at that time that good health of people promoted their beauty as well as elongating their
lives on earth. In the early years, the magazine experienced many challenges because many
people did not believe that it dealt with the beauty but with time as it spread to the United States
and other foreign nations, the magazine gained more market and has become the best selling
fashion magazine in the world. Before the introduction of technology in the world, ELLE
Magazine had a low market population because only those who accessed it bought it while some
ignored it (Lascu, D.N., Marcheva, M. and Thieringer, K., 2016, 15). Today, the magazine is
available online and the customers can read at the convenience of their phones f computers. This
has increased the market scope of the magazine making it more profitable and preferred. Ella has
no specific culture or language it has to be produced in rather it depends on the cultures of the
nation and the language of the community it is being produced in. The promotion techniques that
ELLE Magazine has embraced include online advertisements, fashion offers, television features
among others. ELLE Magazine is rated the bestselling fashion magazine across the world
because it has embraced the diversity in the production and allowed social integration into
fashion and design.
History of ELLE Magazine
ELLE Magazine was founded by Pierre Lazaroff and his wife Gordon Hellene who were
citizens of France in 1946. It has focused its production on entertainment, beauty, and health of
the people. The title of the magazine ELLE means her meaning that the magazine has a special
interest in the beauty, fashion, and health of women and those around them. In 1960, it had a
ELLE Magazine
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slogan stating that if she reads, she reads ELLE but then it was rated to be more o other aspects,
not fashion or beauty. The magazine was bought organization was bought by Jean-Luc and was
produced in the US but in 1988, it was published for the first time in China. ELLE website was
established in 2007 in the century technology was booming and made the order of the daily
activities of the people. It exists in over 60 countries with more than 43 editions that go
internationally (Jiang, B., 2013, 5).
The estimate of ELLE readers has hit 6 million by the end of 2016 with the majority
being women between the ages of 1 to 49 years. The editor in chief was quoted reporting that the
ELLE readers are young at heart and have time to think about life and the adventures but yet old
enough to live and implement their thoughts. ELLE Magazine has been developing gradually
with all the challenges and smooth ways it has survived. The headquarters of the magazine is in
Paris with licensed publishers in different cities of the countries it is based in. ELLE is known to
hire the top performing managers and employees who are responsible for the decision-making in
the organization.
The Background of ELLE Magazine
ELLE is a fashion magazine that helps people to know their fashion, be physically fit,
healthy and beautiful. This magazine has different photos and explanations of what is to be done
and how especially when one is choosing their design clothes and trying new fashion. It works
closely with beauty companies to enable the readers to have a wider range of beauty products
they can buy and use while at the same time promoting the beauty companies across the world.
The magazine has also been used as an advertising agent for many products in fashion, beauty
and healthy food products. The magazine managers of BELLE explain that the beauty of a
person does not depend on their skin and clothes only but also on the diet they feed on and the
ELLE Magazine
physical fitness of their bodies. ELLE features many celebrities who understand fashion and
beauty and they as well give advice to those who have a special occasion and they need to dress
up and make their appearance appealing and attractive. The magazine features celebrities of
different natures from the political rulers, richest people in the world, actors and the singers
across the world (Caldwell, C., 2016, 4) The reason why Ella has remained the most relevant
fashion magazine in each nation is that it adapts to the social and cultural beliefs of the nations
they are produced in. it moves with the trend in fashion and adapts to the changes in the
environment like technological and social changes.
Shift in the Production, Promotions, and Consumption of ELLE Magazine
ELLE Magazine was started just after the World War II where the production was only
done in paper form. They had only one social culture and their audience was targeted to be the
citizens of France. The production was slow at first because the consumers were low and the
organization tried to minimize the production cost to maximize their profit. When the magazine
company was bought in around 1981, the production started expanding as many readers showed
interest in the magazine. More reductions were made as the magazine was produced online
where the organization decided to even introduce videos in the production (Ringrow, H. 2016,
52). The online magazine enabled the customers who had limited access to the hard copy
magazine for they could now read it online.
The promotion strategies of Ella magazine have also changed in the current century
because before then, the magazine was just advertised in stores and the promotions made was
manual. Today, Ella has be...
