Ragtrader catches up with Ragtrader Live presenter Alexandra Carlton, editor of Shop Til You Drop, to discuss how the changing media landscape affects fashion brands.
I have been involved in fashion publishing since...
About 1999 when I got my first
one-day-a-week-while-studying-at-uni internship at the now-defunct B
magazine. My first proper magazine job was around 2003.
Working for titles such as...
Grazia, marie claire, madison, Who, Sunday Style, body + soul, GQ, Inside Out…I could go on!
The biggest change I have seen in the media landscape during this time is...
The tsunami that is digital.
This has changed the way consumers interact with fashion brands because...
There’s loads more media out there now but people have a lot less time to read or interact with it.
Fashion consumers now expect fashion media publications to...
Surprise and inspire and shake them up
every time. There’s no ‘normal’ any more, there’s no ‘this is how we’ve
always done it’. It’s about dynamism.
Shop Til You Drop has evolved to cater to this by...
Throwing away the rule book. Our
fortnightly pace gives us the freedom to experiment a little bit more
and try new things, while always keeping our core readers in mind. It’s
an exhilarating time and I feel extremely fortunate
to be steering a magazine like SHOP through, yes, a challenging
landscape but also a very exciting one.
I see the future of fashion media as...
Bright and brilliant. Women are always going to want to buy products which help them look their best and the job of a magazine like SHOP is to help them do just that.