Communication Strategies for Fashion Promotion in International Fashion Magazines in the Digital Age: A Case Study of L'Officiel Thailand
Keywords:
Fashion Communication, Fashion Magazines, Digital Marketing, Communication StrategiesAbstract
This research on "Fashion Communication Strategies of International Fashion Magazines in the Digital Era: A Case Study of L'Officiel Thailand" aimed to study 1) content presentation strategies and 2) marketing communication strategies of international fashion magazines. The study employed qualitative research methods through the analysis of 12 issues of L'Officiel Thailand in 2024 and in-depth interviews with fashion industry experts.
The findings revealed five key content presentation strategies: 1) Storytelling Strategy, emphasizing unique language use and in-depth analysis; 2) Cultural and Social Dimension Strategy, connecting fashion with social contexts and art; 3) Temporal Presentation Strategy, aligning with the fashion calendar and consumer behavior; 4) Collaboration Strategy with key fashion industry stakeholders; and 5) Digital Adaptation Strategy, adapting content to various digital platforms. Regarding marketing communication strategies, four main strategies were identified: 1) Advertising Client Relationship Strategy, elevating relationships to strategic business partnerships; 2) Advertising Space Management Strategy, efficiently allocating advertising spaces; 3) Digital Revenue Generation Strategy, employing hybrid business models; and 4) Long-term Client Retention Strategy. This research highlights an effective model of integrated fashion communication strategies in the digital era, particularly the fusion between cultural content value and digital technology, which can be applied to media businesses and fashion industries to sustainably address challenges in the digital age.
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