Will All Fashion News Be Online In The Future?


This week, Burberry and Google have joined forces to create Burberry ‘Kisses’. In an aim to “humanise technology” you can now send an imprint of your kiss via your iphone to anyone in the world (in Burberry lipstick shades of course) whilst watching the path it takes to its final destination using 3-D city skylines & Google Earth technologies.  Hats off to Burberry, they have always been future forward trying to break new ground & according to Christopher Bailey; ” we are constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space.”

The article I read got me thinking. If the internet is becoming more humanised & making news faster & more accessible, then what is happening to good old fashioned print media? Will everything be on line in the future?

I was lucky enough to chat to world renowned fashion photographer & videographer Nick Knight at Graduate Fashion Week.
For those of you who may not know, Nick is a boundary-breaking pioneer in his own right. In 2000, before the likes of Youtube or Facebook had been invented, Nick saw the internet not as something to be afraid of, but as a medium to transform the ‘closed’ fashion industry. And on Nov 27th 2000 at 19:27GMT he streamed the world’s first live fashion show on his website SHOWstudio.com which started a revolution.

edward-steichen-art-et-decoration-001 Vogue,_portada_de_mayo_de_1917

The yr 2000 wasn’t that long ago. If you think about it, up until the early 1900’s magazines such as Vogue had only used illustrations & it wasn’t until 1911 when the first ever fashion photograph was printed (by Edward Steicen in ‘Art et Decoration’ mag). It then took over 50yrs before photographers such as Irving Penne understand their craft. Fashion film however has “only been around for 10yrs and is yet to define itself.”(Nick Knight)

Having chatted to Nick, he was excited about the future of fashion & sees the internet & video streaming as a medium to truly capture “a moment between you, the model and the dress” (Take his ad for Dior J’adore with Charlize Theron for example.)  Nick explained he witnessed the power of the internet first hand in his collaboration with Alexander McQueen when it was decided to team up with Lady Gaga for the live streaming of a catwalk show. Little did they know that GaGa’s 3.5 million fans would log on & would ultimately crash the site! It was the rise of “entertainment in fashion”.

Peter Bruce-Smythe of Drapers spoke to me at length about the future of fashion news from a publishers’ point of view. He explained a magazine publishers’ two main sources of revenue are from sales and advertising. With the accessibility of the internet & the state of the economy, more readers are now reading news online. Because of this, advertisers are therefore looking to publish their ads online as they essentially cover a larger audience and the costs to advertise online is much cheaper. In essence, it becomes a perpetuating cycle, which sees the ad revenue for online content increase much more than print media.

To dig a little deeper, an example of this is from the statistics site Statista who confirmed that in the first 6x months of 2012, the internet giant Google had raked in a whopping $1.6billion more in advertising revenue than the ENTIRE U.S. print media!  And reading other media & statistics by the likes of Poynter it looks that by 2018 online revenue will completely surpass all print media!
Peter further explained that the internet also allows online magazine companies to track statistics & peoples viewing habits.  This means they can target exact audiences with specific content rather than wasting content like their printed counterpart.

I asked Peter if the power of social media, blogging & new start-up internet companies are diluting the news industry & creating competition for larger companies such as Drapers? But apparently this is not the case (for now) as he believed Drapers “can reach more people with engaging content that is relevant.”  What has occurred though is that writers now have a challenge to “create unique content to keep that competitive edge,” something I personally think is a good thing!

This is a much bigger topic than I first thought when I started blogging, but it seems that both Peter and Nick are of the same view that fashion news will soon be predominantly online. So, for any of you out there thinking of creating your own online news channel or blog site (if you haven’t already) then now is the time to do it!


  1. Most people search for answers and products online now. Hate to cancel my local paper, but it often sits unread. Enjoyed your site!

  2. Wonderful thought to think about — I do agree. However, there is something to be said about reading the paper in the morning and having the ink slide across your fingers…

    1. I agree – I love reading a good magazine and flicking through the pages but for the younger generation its all about online! Have you seen this video – its scary! http://www.youtube.com/watch?v=uqF2gryy4Gs

  3. skytash · · Reply

    Online is the way to go, although I find it daunting to think I will need to launch my collection and business to the whole world rather than just locally to people who know me!

    1. Don’t be daunted – Just do it! Its good to have a challenge & with a global market, there is a greater chance people will buy it!

  4. Hey! Visiting from the blog party! Great blog!

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