Women’ fashion magazines have been described by Saner (2010) as one of the most resilient print media in the market; with a large number of titles and a strong popularity. Indeed, 450 million of fashion magazines were sold in 2010 in the world. Despite this, glossies haven’t occupied a central space in media research (McRobbie, 1999); comparing to other media. Then, this research aims to investigate the today’s relationship between women and fashion magazines; in order to occupy the gap in the literature and to understand the relevance of fashion magazines in a 2.0 society.
Building on this purpose, this research will also study the digital media era taking place in fashion. According to this latter point, there is much more literature. When people hear “fashion”; more and more think “blogs”. Indeed, blogs are today as relevant as glossies; and this is just the beginning. The research will analyse their success and their influence on women. The research will then analyse online fashion media in general to understand the relationship between women and Internet in fashion.
In addition, this study will focus on the women consumers in France. Marketers have, for a long time, made the mistake to think there was only “one” woman. This research will demonstrate that women are more and more eclectics. Studying women’ behaviour in fashion will show the power of sharing, interactivity and peers. Consumers have taken the control over media and brands.
Lastly, the main question of the research is: what the future in fashion media will be? Fashion and more and more media are in a perpetual change; and the future is hardly predictable. This research helps understanding what should takes place in the next few years on the French fashion media market.
The methodology undertaken for this project is the multi-method research. The researcher used the qualitative research with focus-groups and in-depth interviews; and the quantitative research with a questionnaire. This research will call for the help of women consumers and professionals of fashion in France. Hopefully, this method will offer a cogent framework which, it is hoped, will provide relevance and ultimately a future reference point for academics and practitioners alike.
The study found that women enjoy reading glossies during free time. At the same time, they use more and more Internet, as an everyday tool to access fashion information. Internet has created new interactive 2.0 human relationships. 83% of the population think the future in fashion media will be online and offline. Both don’t answer to the same needs; and are going to share the market for a while.