Field Notes: Digital Branding and the Evolution of Media

Field Notes: Digital Branding and the Evolution of Media

In this episode of Field Notes, Connie Chan speaks with Susan Plagemann, the president of WME Fashion and a veteran of the fashion and publishing industries. They delve into the transformation of the media industry, the power of editorial vision, and the strategies for building standout digital brands in today's tech-driven world.

The conversation starts with a reflection on the role of fashion magazines, particularly Cosmopolitan, in shaping trends and influencing consumers before the internet era. Susan shares her initial doubts and fears when she became the publisher of Cosmo, emphasizing the significant impact that print circulation had on reaching women aged 18 to 34.

As technology advanced, the business lines of fashion magazines had to adapt. Susan recalls the initiatives taken to turn Cosmo into a mega-brand, including ventures like Cosmo Girl, Cosmo en Espanol, and even a Cosmo cruise. However, it was the digital platform, Cosmo Girl, that resonated most with the next generation of consumers.

The conversation then shifts to Susan's experiences at Marie Claire and Vogue, where she spearheaded the launch of a video podcast series and the creation of Vogue's website. She highlights the challenge of understanding and guiding consumers' behavior in the early days of the internet, as well as the need for constant innovation and adaptation.

The emergence of social media platforms like Instagram and TikTok also had a profound impact on the fashion industry. Susan emphasizes the importance of embracing these platforms and leveraging their visual and interactive features to engage with audiences. She also expresses her belief that brands like Vogue should be compensated for their contribution to the success of these platforms.

In her current role at WME Fashion, Susan oversees multiple companies that play crucial roles in the fashion and entertainment industries. She emphasizes the need for clear brand differentiation, understanding the priorities of brands and creators, and constantly disrupting oneself to stay ahead in the evolving tech landscape.

In conclusion, Susan offers three actionable pieces of advice for creators and brands:

1. Ask the right questions: Understand the priorities and goals of the brands or individuals you collaborate with. This knowledge will enable you to tailor your solutions and offerings accordingly.

2. Focus on your brand's strength and purpose: Clearly articulate what sets your brand apart and ensure that all your actions align with this core strength. Stay best in class in delivering the benefits you offer to consumers.

3. Embrace disruption and innovation: Don't be afraid to challenge the status quo and constantly seek new ways to evolve and improve. Be adaptable and open to new technologies and platforms that can enhance your brand's reach and impact.

The conversation between Connie and Susan highlights the ever-changing landscape of digital branding in the fashion and media industries. It showcases the importance of embracing technology, understanding consumer behavior, and staying true to a brand's vision and purpose. By following these principles and taking bold steps, creators and companies can build standout digital brands that resonate with audiences in the digital age.