The Evolution of Digital Branding in the Fashion and Media Industries

The Evolution of Digital Branding in the Fashion and Media Industries

In this episode of Field Notes, host Connie Chan sits down with Susan Plagemann, the president of WME Fashion and a veteran in the fashion and publishing industries. They discuss the transformation of the media industry due to technology, the role of magazines in shaping fashion and media trends, and how to build standout digital brands. Plagemann shares her experiences working at Cosmopolitan, Marie Claire, and Vogue, highlighting the changes that occurred as the internet became a dominant force in the industry.

During Plagemann's time at Cosmopolitan, she witnessed the power of print circulation in shaping fashion trends and dictating what was considered stylish. Cosmo, in particular, played a significant role in the beauty arena, attracting both established and new consumers. However, as technology advanced and the internet became more prevalent, the business lines of magazines had to adapt. At Cosmo, Plagemann explored new ventures such as a Cosmo cruise, Cosmo en Espanol, and Cosmo Girl, with the latter resonating the most with the next generation of consumers.

When Plagemann moved to Marie Claire, she spearheaded the launch of the first-ever video podcast series. This innovative approach involved producing video content based on the magazine's editorial content, further exploring and expanding on the stories. Plagemann recalls the early days of websites and the challenges of understanding user behavior and content consumption patterns. It took time for publishers to realize the importance of a scroll-based format and optimize their content accordingly.

As the internet revolutionized the media landscape, publications had to increase their content production to meet the demand for daily updates. Plagemann's experience at Vogue, where she built the website from scratch, exemplifies this shift. Vogue recognized the need to embrace social media platforms and utilize visual content, videos, and hashtags to engage with their audience. They took advantage of the unique features and formats enabled by social media to further enhance their brand and reach.

The rise of social media platforms like Instagram and TikTok presented new opportunities and challenges for brands. Plagemann highlights the importance of recognizing the value of quality content and brands' contributions to the success of these platforms. She advocates for compensating publishers for their content and emphasizes the need for brands to articulate their priorities and goals when collaborating with creators.

In her current role as president of WME Fashion, Plagemann oversees multiple companies that represent artists and models in the fashion industry. She aims to highlight the talent and differentiate her company by anticipating the needs of fashion and beauty brands. Plagemann advises creators to disrupt themselves, stay focused on their brand's strengths, and understand their unique value proposition.

Fashion, sports, and entertainment industries have the potential to collaborate and intersect in various ways. Plagemann explores the idea of fashion strategies being applicable to different types of content creators and companies, emphasizing that fashion is a universal aspect of people's lives. She believes that understanding how fashion companies operate can inform strategies in sports, music, and other industries.

In conclusion, the evolution of digital branding in the fashion and media industries has been driven by technological advancements and changing consumer behavior. Successful brands have embraced the internet and social media platforms, adapting their content and strategies to engage with their audience effectively. Creators and companies should focus on their brand's strengths, understand their audience's needs, and be willing to disrupt themselves in order to thrive in the ever-changing digital landscape.

Actionable Advice:

1. Understand your audience and their needs: Ask questions to gain clarity on what your audience values and prioritize those aspects in your content and strategy.

2. Focus on your brand's unique strengths: Clearly articulate what sets your brand apart and ensure that all your actions and content align with that strength.

3. Embrace disruption: Be willing to challenge the status quo and adapt to changes in technology and consumer behavior. Continuously innovate and explore new ways to engage with your audience.

Overall, the digital branding landscape is constantly evolving, and brands that can adapt and leverage the power of technology will be best positioned for success. By understanding their audience, staying true to their brand's strengths, and embracing disruption, creators and companies can build standout digital brands in the fashion and media industries.