Digital Branding: How Tech has Transformed the Media Industry and Built Standout Brands

Digital Branding: How Tech has Transformed the Media Industry and Built Standout Brands

In a recent episode of Field Notes, host Connie Chan sits down with Susan Plagemann, the president of WME Fashion, to discuss the impact of technology on the fashion and media industries, as well as the strategies for building standout digital brands. Plagemann, a veteran of the fashion and publishing industries, shares her insights on the evolution of magazines, the rise of digital platforms, and the importance of editorial vision in creating influential brands.

The Influence of Magazines on Fashion and Media

Plagemann reflects on her early days at Hearst, where she became the second-ever female publisher of Cosmopolitan. She explains that in the pre-internet era, magazines like Cosmo played a significant role in shaping fashion trends and influencing consumer behavior. These magazines served as market-makers, particularly in the beauty arena, where key beauty companies would advertise to reach new consumers. Cosmo, in particular, excelled at bringing in new readers and keeping them engaged.

The Shift to Digital Platforms

As technology advanced, Plagemann witnessed the transformation of the media landscape. She highlights her experience at Marie Claire, where they launched the first-ever video podcast series. This innovative approach involved selecting editorial content from the magazine and producing video stories based on those articles. Plagemann emphasizes that the focus was on leveraging print-first content to drive digital engagement. While the website's reach was limited at the time, the targeted audience provided an opportunity for experimentation and creativity.

Adapting to the Internet and Social Media

Plagemann acknowledges the challenges faced by media publications in adapting to the internet. Initially, many publications tried to replicate their print content online without fully understanding the medium. The shift to digital platforms required a shift in mindset, anticipating consumer behavior and guiding them in consuming content in new ways. For example, Plagemann recalls the early fascination with the ability to scroll content, which was a significant departure from traditional print layouts.

The Rise of Social Media and Branding

Plagemann discusses Vogue's response to the proliferation of social media platforms like Instagram and TikTok. Vogue embraced these platforms and leveraged their visual appeal to create engaging content. Plagemann highlights the importance of recognizing the value of brands like Vogue in making these platforms popular and advocates for publishers to be compensated for their content. She emphasizes the need for brands to have a clear vision and purpose, ensuring that all efforts align with their core strengths and values.

Advice for Creators and Brands

Plagemann shares valuable advice for creators and brands looking to navigate the evolving digital landscape. She emphasizes the importance of asking questions and listening to understand the priorities of potential partners. By understanding the problem a brand is trying to solve, creators can tailor their solutions to meet those needs effectively. Plagemann also encourages creators to disrupt themselves, stay focused on their brand's strengths, and remain best in class in their chosen niche.

Opportunities for Collaboration and Expansion

Plagemann discusses the intersection of fashion, sports, and entertainment, emphasizing the potential for collaboration and cross-pollination. She believes that every content creator or company, regardless of their industry, can develop a fashion strategy. Plagemann highlights the universal need for people to get dressed in the morning and the various ways fashion can be incorporated into different sectors.

Actionable Advice for Building Standout Digital Brands:

1. Understand the priorities of potential partners by asking questions like how they define success. Tailor your solutions to meet their needs effectively.
2. Embrace disruption and be willing to adapt and evolve to stay ahead in the digital landscape.
3. Stay focused on your brand's strengths and ensure all efforts align with your core values and purpose.

In conclusion, Plagemann's insights shed light on the transformation of the fashion and media industries in the digital age. From the influence of magazines to the rise of digital platforms and social media, the key to building standout digital brands lies in understanding consumer behavior, embracing innovation, and staying true to a clear editorial vision. By following the actionable advice provided, creators and brands can navigate the evolving landscape and create meaningful connections with their audiences.