In today’s style section of the New York Times, Cathy Horn wrote an article about the five things you need for Fall. The article starts off with her version of how the ads in all the “Big” September Issues of the major Fashion magazines have nothing to do with the modern working women…she then proceeds to ask all the editors from these magazines and others, what are the five top items that they are really lusting for (meaning the items that they really WILL buy) this Fall Season.
The way that the fashion magazine world works is that if a brand advertises, then their clothes will be prominent in the editorial sections in the back of the book. A certain major editor set up that paradigm many years ago and now the integrity of fashion journalism has been tainted and the magazines are completely IRRELEVANT.
So much money, time and energy are wasted on advertising and editorials that the true American consumer of these kind of clothes wouldn’t buy. As always I ask…What’s wrong with this picture?…..In a time when the economy is forcing everyone in this industry to be as sharp and clever and as economical as possible, how can these people be wasting so much money on bad fashion and bad fashion advertising?
The joke of the NYTimes article is that after reporting on these fashion shows last spring as if they were the gospel, they dismiss all their efforts in one article that gets to the heart of the matter….what is it that the consumer WANTS to buy instead of what “god(the magazines)” tells them to buy. I remember one vendor saying to me that it doesn’t matter what you buy for your store it’s more important what the magazines TELL you to buy….really???? We never bought into that.
These paradigms are fading…slowly. When something become too obvious it’s time to move on. Another one of these is the combination of a “Famous Person” in association with “DESIGNING” clothes and other products. First they are not designers….they sell their name to promote clothes that are copies of other peoples work, in Chinese Factories. I don’t fault the people who make these clothes they make lots of money doing this….the fault lies with the consumer for buying into this falsehood. Madonna’s daughter is 13, I’m sure she’s creative, but you can’t put her in the same category as Proenza Schouler who have , I think, reached 30. Jessica Simpson is probably going to meetings and saying “I like this I like that” but she hasn’t had the training to know how to construct a garment. But it seems everywhere you turn this formula is appearing…..make-up, bed linens, QVC…..Are the top requirements for purchasing items; 1. They have a “famous” name attached to them 2. That they appear in magazines (maybe worn by Stars), 3. That there is a fake discount (or flash sale) attached to the purchase? Is it that formulaic? Are we not capable of judging a product on it’s own merits anymore?…I don’t know you tell me….We’re betting that you can….and we are betting that you will prefer it that way.