DISSERTATION

CHAPTER 2.2
IDENTITY
Brand
MARKETING
Magazines are also used as a form of brand connectivity; this is where brands recognise
the feelings of their consumers, addressing it through magazines. They do this by visually
appealing to the audience; showcasing a range of products (clothing collections, beauty
etc.) to expand their image, creating new emotion amongst the visual generation. Over
time, markets have matured in understanding their consumer's preferences for content
discovery and consumption. The Trickle-Down theory comes into play here with
industry influences – fashion collections, designer goods, celebrity styles – making their
way down to an audience from the high-end areas of the industry, down to the consumer
environment. By this process, the audience is subjected to believing these objects are the
necessities of the moment, whereas, in fact, this is manipulation existing within fashion
media.
Brands produce content that is worth publishing, into a story format for topics of
importance. It is a medium for brands to tell more about themselves and for that
reason, being featured in a publication such as magazines, offers a strategic method
to solidify their relationship with the audience, all the while building brand equity -
(Online Marketing Blog - TopRank®, 2017). Fashion alone has the capacity to influence
its audience on their appearance, however by collaborating with major brands which
concern more than just clothes (perfumes, watches, jewellery etc.) their influence has
expanded to other materialistic objects. As these are the components for making up
an individual, encouragement through the fashion magazine, therefore, impacts the
development of a personal identity.
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(Pinterest, 2017)