By Salma MoustafaSo while doing the usual and surfing through the Internet, I came across this article in the Media section of The New York Times which I thought was rather newsworthy. According to this article, fashion magazine, Glamour, has teamed up with the Gap and iPad to produce a reality show made exclusive to the iPad. The reality show, " Glamour Girls" will consist of a series of four episodes following the lives of four career women in the fashion industry.
The way this works, is an iPad user downloads Glamour's app and at any time while watching the show, the viewer can pause, and browse the Gap outfits worn by using a feature called " Shop the Looks" and then proceed to Gap.com to purchase the items of interest. These viewers will also be given access to Gap discounts and other promotions.
The shows real purpose is made no secret as to being Glamour Magazine's first shot at product placement. " This is cracking the code-finding a way to integrate products organically in the storytelling and actually having it be of value to the reader," said William J. Wackermann, senior vice president and publishing director for Conde Nast Publications, Magazine Publishing Company for Glamour Magazine and several other renowned magazines.
This makes me wonder what other magazines and retailers will be doing to stay abreast and on trend in this ever changing digital world we live in.With the increasing trend of brands sampling new digital and mobile technologies, and the increasing usage of social media platforms to market to, engage with consumers, and reach a wider audience, it seems that the Internet is most definitely bringing in the fashion industry from retail stores to an online network.
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